Most creatives I’ve worked with or talked to have some level of discomfort around the idea of marketing and selling. Sure, they want to earn a good living from their creative products and services, but they practically writhe in agony at the notion of actually having to market, or even scarier, having to sell.
Look, I get it. Marketing and selling can bring up all kinds of uneasiness. You don’t want to seem intrusive, pushy, or even worse . . . scammy.
But, and this is the truth, authentic marketing isn’t pushy or sleazy, it’s simply deeply connecting with your ideal audience and communicating that you can provide a product or service that is beneficial to them, that they already want, or they wouldn’t be searching for it online and have landed on your website in the first place. For more on this idea, check out a post I wrote called They Want You to Be the One (so stop being afraid to market yourself).
That said, there is a powerful way to market your stuff that feels genuine and easy, and in fact, practically does the selling for you, if done correctly.
What is this thing I speak of?
Client and customer testimonials are social proof and third party validation all rolled into one. And because of the third party validation aspect, much more persuasive to would-be clients than anything you say about yourself. Potential clients trust them because they’re essentially a referral from someone who doesn’t benefit directly if a new client signs on with you.
It’s akin to a lesson I learned when I worked in advertising and PR: any business can pay for advertising, but not any business can get written up in Forbes or Inc. magazine, which is why third party endorsement via good PR was much more valuable to my PR clients back in the day than big, glossy ads in high profile publications.
It’s the same with client testimonials.
If you have a page of glowing testimonials on your website that speak to the transformational work you do and the results you get for clients, referring potential clients and customers to this page during the client-getting courtship phase can do a lot of the making-a-sale heavy lifting for you. And in way that doesn’t make you feel like you’re twisting arms or coercing anyone to do anything against their will. And who doesn’t want that?
So, how do you get your current and past clients and customers to give you the kind of testimonials that persuade new clients to find out more about working with you?
Well, I’m going to share some wonderful resources on how to tackle that very thing at the end of this blog post, because it’s been covered very adeptly by other people I admire and respect who can show you how it’s done.
What I want to share with you here are a few patient testimonials I wrote for a medical center client that highlight transformation stories, a very persuasive form of third party validation. You can adapt the same idea for your own business to create client testimonials on steroids.
Note the powerful impact of storytelling in these three examples:
Now obviously you don’t want to copy the style and layout of these examples. I share them with you strictly to use as idea generators for thinking about how you can have your clients tell the story of their transformation, or the key aha moments they experienced after working with you or buying your products. Then craft this client feedback into compelling stories that speak to what’s possible when clients and customers work with you, as in the examples here.
:: If you’d like someone experienced at extracting persuasive stories from clients and creating testimonials like the ones above, get in touch with me at: Kimberly [at] kimberlydhouston [dot] com, and let’s talk specifics. I’ll create a custom proposal based on your specific needs.
Resources for Creating Powerful Testimonials
Here’s a brief article by publicity/marketing/business expert Melissa Cassera in which she shares a simple two-step approach to getting testimonials. Love her suggestion here that’s its less stressful for the client and will net better results for you if you ask for “feedback” rather than a “testimonial.”
How to Get Testimonials That Get You Business, wherein business coach Christine Kane share 7 tips for getting great client testimonials that will help increase your sales.
And from the fine folks at Copyblogger, here are 6 Questions to Ask for Powerful Testimonials. Highly recommended. If you only have time to read one of the posts linked up here, please make it this one.
And finally, here business coach and consultant Erica Lyremark shares 3 quick formulas for writing powerful testimonials, in Testimonials Made Easy.
And if you want to understand – and implement – the power of storytelling in your marketing (client testimonials are a great place to do this), read this article:
And there you have it. If you have any questions or comments, please share them in the comments section below, and happy testimonials creating!