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!