Major positive impact. Tipping the scale in your favor. In a moment, sparking a ‘buy’ decision.
That’s what the right testimonial can do – on your website, on your business card, on your business profile, on an advert. Here’s what this means. Here’s why it works.
An Example
First, here’s an example – a testimonial I received:
“Gerard really took time to understand me. I felt down a career hole. I was tired and burned out. I was being trampled on by younger people wanting my job. Gerard took my CV and completely transformed the way I saw myself. He picked out the golden threads of my career, experience and skills. He showcased my value, value I’d all but forgotten. He presented me in a confident, bold, modern way. I cannot tell you how it boosted my confidence. It lifted my spirits. It gave me hope that I could open new doors.”
– GM: Finance, XYZ Corp, CA(SA)
How & Why it Works
Here’s why the right testimonial can influence and persuade.
- It connects. Yes. It can be so relateable – where your reader / prospective buyer says to themselves: “Sounds like this guy had exactly the problem I have. And he got a great result. Mmmm.”
See how the right client prospect may find that persuasive. They may well identify with the feelings. That’s powerful. - It conveys credibility, creates trust. The person giving the testimonial is not a ‘small fry’. He’s experienced. Qualified. A leader in a large corporation. So the thinking is: “if he believes in Gerard, I should too.”
With those two things: connection / relateability and the credibility of the source… it’s a very powerful combination.
Collect these. Go back to your favourite clients. Ask them for one. Just a casual email is fine. No need for letterheads and perfect grammar. Then showcase them as a weekly post on your FB page, on your website, on your LinkedIn business page, in an email to a prospect as a P.S. at the bottom or as part of the sig text.
[Need my help in putting ideas like this to work in your business? I can help. A lot of it revolves around writing the messages and coming up with the ideas. Let's get on a call for 15 minutes to see if we're good to work on this together. I'm on gerard@gerardleroux.me]