Every business has customers who love them. They love the service. They love the product. They love the experience. They love the staff. Whatever it is that floats their boats, you can capitalize on it by asking them to “share the love” with others.
First and foremost, there is NOTHING WRONG with asking customers for testimonials. Let’s banish the misconception that this is a selfish or mercenary act right now. Testimonials are a POWERFUL source of marketing, and marketing is all about keeping your business alive, so that the people who love it – and the ones who love it, but just don’t know it yet – can enjoy your product/service/staff for years to come.
When you ask for a testimonial, there are three ways to approach it:
1) True/false, multiple choice, rate this, or one word answers. These are hardly helpful in generating warm fuzzies, but can offer statistical proof that people think your business rocks.
2) Free for all. Ask your customers to write something nice about your business. Just don’t be surprised when you get back everything from commentary on the day a bird got stuck in your store, to single sentence factorial statements, to epic novelettes. This can occasionally be helpful… once you sift through the deserts of irrelevant material.
3) Guided questionnaires. You will love these! Say, for example, that you want to know what your customers think about your customer service. Ask an open-ended question:
“What has been your experience with our customer service?”
“How does our customer service compare with other [insert your industry here] businesses you have used in the past?”
Some of the answers may surprise you, and some may even prove helpful. But ultimately, when you want to market your phenomenal customer service, you’ve got a plethora of customer-service-relevant content from which to cherry-pick your testimonials.
“What is your favorite part of shopping here and why?”
“What words would you use to describe us to your friends and family?”
“Would you recommend us to others and why?”
Give your customers a direction and the resulting testimonials will be magical!
NOTE: You will want to be considerate of your customer’s privacy. Ask permission before using their names and, yes, it’s worth the effort! Who’s to say you didn’t write the testimonial yourself? But if Alan of Howell, MI says “This is the coolest group of widget-makers on the planet”, now it’s personal!
So, if I may ask YOU for a mini-testimonial, what has been your favorite DMT Idea Board blog and why?
I include testimonials in my clients’ marketing as often as possible. Because. They. Work! Wondering how to integrate customer kudos into your own marketing plan? Please contact me!
Dawn M. Tomczyk | DMT Artistry, LLC | (810) 923-4582 | email@example.com