1. Find the right customers. Try for a healthy mix of “high profile” (recognizable names) and “ordinary people.” Start with customers who have had a good experience with you. Check your “top 10%” file for customers in terms of purchases and most repeat sales.
2. Be specific with your request. Many of your customers will want to help, but they don’t really know what to say. How can you help? Ask them to talk about a benefit, some special way they have been helped by purchasing your product or service. “Bob Anderson Agency saved me 18% on my home insurance” is better than “Bob Anderson got me a good deal on insurance.” Send a sample testimonial (either made up or with name removed) to serve as a guide.
3. Name your source. Use first name, last name, title and company name (if applicable). Susan Olson, Vice President, Big Stuff Corporation, Philadelphia, PA is better than S. Olson, Philadelphia. It’s just more believable.
4. Use the customer’s own words. You may be tempted to edit the grammar and sentence structure, but testimonials that sound the way people really talk add credibility. If you do make minor changes, pass it by the writer again for approval.
5. Categorize, prioritize and exchange. If you’re lucky, you’ll get more than you can use at once. When they start coming in, divide them into sets of three or four that each include a variety of different perspectives and topics. Be sure to include some people who are just like your prospects in terms of needs and problems you have helped them solve. And remember to change them in and out from time to time to keep your messages fresh.
