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How To Write A Great Testimonial

Testimonials are great marketing tools, but so often they are created in a way that is less than effective.

First some overall tips
Get a testimonial from every one of your clients
Consider audio and video testimonials
Write them for them – or make it easy for them to write it

Now some writing tips
Write as though you are speaking to a prospect (Most people write testimonials as though they are speaking to the owner of the company)
Give a specific, measurable benefit of using the product or service
Don’t hype – write in plain English

Okay, want to get more web site traffic using testimonials?
Go to your bookshelf, take down every business book you have ever read (the ones you like at least) and find the author’s web site or blog and send them a well-written testimonial. Suggest that they are free to use it on their web site. (Include your name and web adddress)

Heck, why stop at authors:
Send one to every vendor
Your web host
Your accountant
Your mentor

I want to close this little lesson on testimonials with one that found on a book by Brenda Ueland called If You Want To Write

“Run, do not walk to your nearest bookstore and buy If You Want To Write. It is one of the few books I have read more than five times. I have so much faith in Ueland’s book that if you buy it and it doesn’t help you. I will give you your money back. I won’t even say that about my book.” – Guy Kawasaki, MacUser

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  • http://andywibbels.com/post/1116 HOWTO: How to Write a Great Testimonial
    …for those you adore: Okay, want to get more web site traffic using testimonials? Go to your bookshelf, take down every business book you have ever read (the ones you like at least) and find the author’s web site or blog and send them a …

  • http://www.smallbizsurvival.com Becky McCray

    John, thanks for a terrific post on one of my favorite tools, testimonials.

    Another tip is to use testimonials to tell a story. A client of mine offers African safaris. By letting his customers tell their own exciting short stories on his website, he is drawing new prospects into the experience.

  • http://kingo55.blogspot.com/ Robert Kingston

    Absolutely fantastic advice. In addition to this however, you shouldn’t place testimonials in a hickledy pickledy manner either… Something which I believe very strongly is to place different testimonials in different letters to which target a specific market segment.

    For example – If you are selling speakers. You dont want to have testimonials from teenagers who turn up their music full bawl, trying to sell them to old war veterans, now do you?

    So, to maximise the great potential of these advertising tools, targeting is your key.