Are your website testimonials validating your credibility? Do they raise doubts?
Most people are familiar with website testimonials. These are the little testimonials from customers that can help you win the sale. But wait! But wait. After all, the business owner posted them.
It is true. However, there are correct and incorrect ways to conduct testimonials.
Three ways to increase the credibility of your testimonials
What makes a testimonial credible and trustworthy? Your testimonial should be human-like, just like humanizing your business. It should look as if a real person endorses your business. We’ll discuss more details at the end. There are three essential pieces of information that can make a testimonial credible.
Although you may feel one is better than the other, the purpose of a testimonial goes beyond “good enough” to make a prospect buy.
It can be confusing and difficult to remember the name of a company that is not listed. A company name is just that, a name. Prospects don’t know the difference between testimonials from Jake Bitenhall and Samantha Leeyon. Both of these names are likely unfamiliar to visitors. The company can make the person seem more real, and (remember this from before) can create Credibility by Association ,, or a warm connection.
It’s easy to make your testimonial more real by adding an endorser’s role. Jake Bitenhall is not only the CEO of Potato and Hotsauce Inc. Wow, the C.E.O. This is amazing. This brings us to another important point. It is a great idea to get testimonials from the top people in your company, such as the CEO, Managing Director, or any other type of Director. Credibility is enhanced by people in high-ranking positions.
A photograph brings together the entire testimonial, making it as real and authentic as possible. A headshot is like getting the person’s stamp of approval. When endorsers share their faces and include information about their company, such as their position, name and address, it can damage their reputation. They are backing up all of their statements with personal information. Testimonials create an unspoken accountability. If you fail to deliver, your endorser will. You don’t want this, do you?
Real businesses offer real solutions. People want to do business with them. You can prove your authenticity by providing a testimonial that includes all of the above.
How to get testimonials
Many businesses find getting testimonials difficult and time-consuming. Many websites don’t have testimonials because they are too time-consuming.
It doesn’t take much to get testimonials. Keep a simple copywriting principle at heart: Make it easy for testimonial writers to say “yes”. Below is a two-step proven process that worked for me.
Step 1: Send a brief message with one request.
Many people in business recommend that you keep your message concise. This is why? This is because people are busy. There’s also a copywriting technique involved. When you make it easy for customers to take action, you’re more likely get a reply. A concise message is simple to understand and quick to respond to. Your message should only have one request so that your recipient is not distracted by any other questions or ideas in your email. In your email asking for a testimonial, please say hello and tell something about yourself. Then, ask for the testimonial.
A testimonial of one to two sentences is acceptable. Although many people will write longer testimonials, it is acceptable to leave a few sentences. This ensures that your testimonial won’t take too much time. You want it to be easy for them “yes” to your testimonial.
Your email should be as brief as possible. Five sentences is the ideal length. Make sure you only ask one question: Can you give me a testimonial?
It is more likely that you will get a reply to a simple, focused email such as this.
Step 2: After you receive a reply, request a photo. Also, permission to mention the business credentials of the respondent (like company name or position).
Yes, you do ask for your photo and business credentials in the second email. Why? Why? Worse, multiple questions are a recipe for not receiving all the answers in an email. Don’t take the risk. The second email will contain the request for business credentials and the photo.
Your first email should get a “yes” to a testimonial. The second email should be about obtaining secondary credibility indicators to make your testimonial shine.
You must ask for a photograph. Don’t just say “Could I send you a picture?” This will only make your request more detailed. They start to wonder, “Which photograph should I send?” Are my photos good? What time can I take to go through my photos?
Use the copywriting principle mentioned earlier: Make it as simple as possible for them say “yes.”
Instead of asking for a picture, ask the person if they are okay with you taking screengrabs of their LinkedIn profile picture. This is usually enough to use as a testimonial. This way, the testimonial writer only needs to say “yes”.