Major Marketing Opportunity: Testimonials


What others say about you is far more influential than what you say about yourself.

Testimonials represent an untapped opportunity for most business owners and professionals.

Think about it:  You routinely go above and beyond the call of duty in delivering a great product, great service and/or a great experience for a client/patient.   When you do, that person is grateful and they are happy to share that sentiment with others.  That’s a marketing opportunity.


This is Dave Lorenzo and I’m Chairman and Founder of Valtimax Consulting. Today I want to talk to you about a very specific opportunity that I believe you’re probably missing out on. That’s the opportunity to use a really powerful form of marketing. That powerful form of marketing comes in the way of testimonials from your clients, your patients, people who’ve used your products or your services.

I want you to think about it for a second. What’s more convincing to an outsider than someone else endorsing your service? Nothing. Using a testimonial from someone who has worked with you in the past is a phenomenal way to develop some of the best marketing that I can possibly think of.

Now most of us are a little shy. We’re a little bashful when it comes to asking for testimonials. First thing I will say on that point is you shouldn’t be shy about that. You should always ask people who tell you that you’ve done a great job. Always ask them for a testimonial. Ask them if they mind stepping in front of a camera that you have set up in your office to give a two-minute testimonial talking about specific things that have gone well. Obviously that’s a bit forward.

So another way to do it is to send out a letter with a survey form attached to it, telling your clients or your patients that you value their feedback and you ask five or six questions about the level of service they receive when they worked with you and then you ask them if they wouldn’t mind jotting down some of the things they like best about your service. At the bottom of the page, you put a check box that says, “If I can use this information in my marketing, check here.” Then they sign it and they give you permission to use their words in a testimonial.

Now for those folks who believe that you’ve gone above and beyond the call of duty in providing service to them, you encourage them to write a letter and you actually take that letter and you photocopy it, put it on your website, put it in a book that sits in the lobby of your office, if you have a professional practice, or use it in a caption box in your marketing material.

Now, if you’re in a regulated industry for example for lawyers, you have to check with your regulating authority, your bar association or your state bar, to make sure that it’s permissible for you to use testimonials in your advertising. For everyone else, it’s generally acceptable for you to use testimonials.

Now here’s the thing. There are some strict guidelines and regulations put in place by the FTC, by the federal government in the United States in the use of testimonials. So I encourage you to read those and stay up-to-date on those. In most cases, you have to acknowledge that testimonials are generally given by people who have received exceptional results and not indicative of what the average person receives. In some cases, you have to actually tell people what the average person receives.

Regardless of any of that, using testimonials is powerful and I encourage you to make use of testimonials in your marketing as frequently as possible.

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