One of the most important marketing tools, especially for freelance writers, is the mighty testimonial.
Why?
Before the project begins, and often well into it, there are few, if any tangibles. That spells high anxiety for your prospects before signing on the dotted line.
What’s on the client’s mind?
Working with a new writer can be a scary proposition. You may have had a great initial meeting, presented a spot-on proposal with all the right benefits and budget. All seems well with the world. But, the nagging question in your client’s mind is:
Will you be able to deliver the goods … on time and within that budget?
Can your brilliant prose make your client look spectacular in the minds of his audience?
These are just a few thoughts going through your prospect’s or new client’s mind.
Another one is,
Along with a rock solid referral, testimonials are the best way to set their minds at ease. They’re a third party endorsement, ideally by someone like them, singing the praises of you. But like their first cousin, the referral, not all testimonials are created equal. Vague comments, nebulous initials-only sign-offs (e.g.: A.B., New York) or the lack of specific benefits and results tend to water down testimonials.
On the flip side, well-crafted client comments will go a long way toward positioning you as the “go to” person, an effective problem-solver, increase the perceived value of your work and, ultimately, make closing a deal loads easier.
Gearing Up for Great Testimonials
One might ask, “Is it simple to get these tantalizing testimonials?” Yes. But, it’s a little task that’s often forgotten.
In business, as in life, if you don’t ask, you don’t get.
To help ensure you get your fair share of quotable comments, it’s a good idea to have a system in place. A really simple way is to have an email saved, a template of sorts, that you can customize and send out at the end of each project. Ideally, a successful project. You’re still fresh in your client’s mind and he or she is doing the happy dance. Take advantage of it quickly. Your glowing abilities and solid solutions will fade fast as other fires ignite up for your client. If you have a project checklist (and you should), sending the testimonial request should be the last item on it.
Also, be on the lookout for unsolicited positive client comments. They tend to happen all the time but many a marketer fail to see the opportunity. When a sparkling comment comes up in conversation, an email or other communication, stop and ask if you can use it as a testimonial. Nine times out of ten your contact will be happy to allow you to do so.
Web-wise, LinkedIn.com is a handy place to ask for testimonials. Recommendations are a built-in feature of the service. In addition to the recommendations feature is the endorsement feature. The difference can be confusing. I’ll save you some time. Our friends at LinkedIn solve the mystery on their site:
So, now you’re in the know.
For most, receiving an endorsement from a contact spurs one to do the same. It’s the polite, reciprocal thing to do, right? However, to keep things a bit more personal, consider sending an email rather than using the recommendations feature within LinkedIn, or to augment it. Tell the person that you’re updating your site and LinkedIn profile and you would appreciate their comments about working with you. Be sure to give them an “out” by mentioning that if they’d rather not, that’s fine with you. Don’t forget that recommendations are a two way street. Give to get.
Enter the Caveat … and a Solution
There’s always a speed bump along the self-promotional way, isn’t there? When folks get requests to provide a testimonial, they usually don’t know what to say, other than, “Working with John was great,” or, “Marge is an excellent writer.” It’s human nature. Don’t be afraid to give them a wee bit of instruction.
Here’s an example:
Good day Bob,
I had a great time working on the recent Mondo Big Corp. email campaign and was more than delighted to learn the offer we developed produced a 35% increase in sales for you.
As you’re likely aware, referrals and testimonials are the life blood of my business. I’d greatly appreciate it if you would take a few spare minutes to email me some of your thoughts about the project and its results, along with your experience of working with me.
I use client testimonials in my promotional efforts, such as on my site, e-newsletter and print materials. With your permission, I’ll add your comments, name and company, along with a link to your company’s site. Rest assured that whenever I have the opportunity to talk up your company or make a referral, I will.
Thanks for your help. It’s clients like you who make my job truly rewarding. I look forward to working with you again!
All the best,
Neil
P.S. I know your schedule is hectic, to say the least. If it would be easier for me to write it and email it to you for any changes and your approval, consider it done.
Note to my readers: In doing my part to make your life a little easier, feel free to swipe, rob, pirate, poach or otherwise steal it for your own use.
Perhaps you’re slow and would prefer not to be. With a few modifications, the above letter can be adapted and sent out to past clients. Plus, it will give you something to use to get back in touch. It may just help rekindle a relationship.
Good day Bob,
I haven’t heard from you in a while and I hope all is going well for you. I’ve enjoyed working with you on the Mondo Big Corp. site and print materials. I hope we can do it again soon.
As you’re likely aware, referrals and testimonials are the life blood of my business. I’d appreciate it if you would take a few spare minutes to email me some of your thoughts about the projects we’ve developed and their results, along with your experience of working with me.
I use client testimonials in my promotional efforts, such as on my site, e-newsletter and print materials. With your permission, I’ll add your comments, name and company, along with a link to your company’s site. Rest assured that whenever I have the opportunity to talk up your company or make a referral, I will.
Thanks for your help. It’s clients like you who make my job truly rewarding. Perhaps we could get together for lunch in the near future (on me) and talk about your marketing plans for the balance of the year.
All the best,
Neil
P.S. I know your schedule is hectic, to say the least. If it would be easier for me to write it and email it to you for any changes and your approval, consider it done.
Spice ‘Em Up for Greater Impact
Add some flair to your testimonials with a photo of your client or their logo. The same goes for various project partners you’ve worked with such as graphic designers, photographers, web folk, etc. If you’re really ambitious, try audio and video testimonials. YouTube and AudioAcrobat are good for these. The added dimensions of visuals, sound or video can go a long way toward creating impact and make your testimonials significantly more memorable.
Once you have a few solid testimonials, they’re not much good unless you put them to work. Naturally, you’ll want to add them to your:
- website,
- printed marketing materials,
- Facebook page,
- LinkedIn,
- Twitter,
- other social media channels, and
- e-newsletter.
Give some thought to your various audience touchpoints and other opportunities to promote yourself with testimonials.
Keep reaching out for recommendations. It should be a never-ending part of your marketing activities. You’ll find they’ll go a long way in positioning you in a positive light, demonstrate your abilities and value, as well as set your prospects’ minds at ease.
About the author:
Neil Tortorella is a graphic designer, writer and marketing consultant with over thirty years experience. He is the author of Starting Your Career As A Freelance Web Designer, Starting Your Career As A Musician and The Freelance Writer’s Business Book. Tortorella is a frequent speaker at conferences and business events. His writing and consulting site can be found at www.neiltortorella.com.
Also by Neil Tortorella:
1. How to Generate High Quality Referrals for Your Writing Business (article)
2. A Freelance Writer’s Guide to Using Public Speaking as a Marketing Tool (article)
3. Avoid These 10 Common Freelancing Traps to Run a More Successful Writing Business (article)
4. Copyright and Usage Rights for Freelance Writers (article)
5. How to Qualify Potential Clients for Your Freelance Writing Business (article)
6. Money Management Tips for Freelance Writers (article)
7. Retirement Planning for Freelance Writers (article)
