Customer Testimonials: Now That You Have Them, What Do You Do With Them?

Testimonials are important assets that can be used in myriad ways. Be creative with them and be sure to ask permission on types of use. Include on the testimonial form a list of the ways you might use the quote. And if they prefer you don’t use their name, still gather the information. Research has shown that the use of a ‘blind” testimonial is only 10 percent less valuable than a named customer.

Here are some options for using them more creatively:

  • Get endorsements on your website through third-party review sites.
  • Post relevant quotes on different areas of your website (not just a “testimonial” page).
  • Use short customer quotes on your social media profile pages.
  • Add relevant testimonials as an appendix to proposals.
  • Arm sales people with testimonial letters that can be used on sales calls.
  • Add a customer quote to your telephone on-hold recording.
  • Add a customer quote to the back of all business cards.
  • Add to brochures, flyers, fact sheets and other marketing collateral.
  • Consider a sidebar on customer letterhead with 2 -3 short quotes.
  • Video the customer talking about their experience with you.
  • Interview customers for newsletters, blogs, webinars.

Important note:  While it is important to make use of testimonials from customers, do not overdo it! A bombardment of positive commentary about you and your business may come off as a bit disingenuous. And keep it fresh; rotate the testimonials you use every few months!

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