Use these tactics to ensure that those wonderful testimonials actually get read:
- Scatter them around. Instead of just one page filled with a dozen or two (or three) testimonials, place a few on other pages on your site.
- Give them a headline. Pull a key statement from your client’s words and build a headline around it. Then, even if prospects don’t read the entire testimonial, they’ll get the key message.
- Bold key sections. Bold type draws eyes, so try bolding just one key sentence or statement in each of your testimonials.Here’s an example: “Just wanted to drop you a message and tell you how much I appreciated the way you handled the sale of my house! We had a contract within 48 hours for the exact amount I wanted, and we closed in less than 30 days.”
Choose carefully. Think: “If my visitor reads just one line, which line should it be?”
- Break up the text. Your clients aren’t necessarily writers or marketers, so some of them will write 20 or 30 lines praising you without making a paragraph break. You won’t be changing their words when you add the breaks necessary to make it easier for your site visitors to read their praise, so choose logical spots and just do it yourself.
- Write success stories/case histories. Take a detailed testimonial and turn it into a success story by adding some of your own commentary. Tell about the obstacles you overcame or something funny or unusual that happened along the way. Of course, stories need titles, so write one that will draw your readers in to see what it’s all about.If you want to take that a step farther … you can create page-long case histories. Get someone to interview both you and your client and write the story of how you led them through the minefields all the way to success. For extra punch, include a photo of you with those clients.
Do you need more testimonials?
I know – it’s hard to ask. So ask in a different way. Ask for feedback after the closing. If you have access to ask for feedback on line, do it. Otherwise, send a request by postal mail, along with a self-addressed, stamped envelope.
Here’s an example of an effective feedback letter:
Dear (Client name),
Thank you for allowing me to represent you in the recent (purchase or sale) of your home at (address). I enjoyed working with you and appreciate the trust you put in me.
Now I’m writing to ask a favor. As part of my ongoing effort to provide the best possible service, I’d like to have your opinion about the transaction. What you think is important to me, so would you please take a minute to answer these brief questions?
- What did you especially like about my service?
- Was there something you especially disliked? If so, what?
- Do you have suggestions for how I might improve my service?
- Would you recommend me to friends and family?
- Why, or why not?
Thank you again for allowing me to assist you. Please do feel free to call on me any time I can be of service.
Be sure to leave room between questions for them to write an answer.
