Include a name and title when possible. Rather than attribute your testimonial to “John S., Nebraska,” use the person’s real name, company name, title, and/or location whenever possible, as in “John Smith, owner of Smith Landscapes,” or “John Smith, Madison, WI.”
This makes your testimonial more believable. Most people will be happy to include their full name and other information, because the strongest human desire is to feel appreciated and recognized. Getting their name in print somewhere fulfills that need and is often perceived as fun. Landscaper contractors will also appreciate the opportunity to get their business' name out there.
How to use them
Include a testimonial or two in your ads and marketing pieces. Whether you’re doing a print, online, radio or TV ad, be sure to include some testimonials. For print, it’s best to have testimonials stand alone from the text rather than try to weave them into the ad copy. For radio and TV, either the announcer or an actor can recite the testimonial, or if your customer is agreeable, have him or her appear in your radio or TV spot to give the testimonial personally. Other marketing pieces that should feature your testimonials include your website, brochures, direct-mail pieces, postcards, billboards, newsletters, and even social media updates.
Create a book of testimonials. Each time you receive a kind letter from a customer or client, highlight the key parts (the parts that state benefits to the customer), put the letter in a clear plastic sleeve, and compile it in a big binder.
Keep this book or binder of testimonials in your store or office for customers to browse through while they’re waiting. Or, create a page on your website where you feature all your testimonials. There’s no limit to how many testimonials you can include in your book or on your page.
Frame your best testimonials. Frame some of your best testimonial letters and post them on the showroom walls and behind the sales or service counters. Again, highlight the best parts so your customers can easily see the benefits. If you have outside salesmen calling on larger clients, put the best testimonial letters in your “leave behind” kit—the package of information you leave behind for the prospect.
The ultimate sales tool
The next time you’re writing copy for an advertisement or marketing piece (and struggling with what information to include) simply go to your past testimonials. It’s always better when someone else sings your praises, so let your customer sell for you. The sooner you start using testimonials in every marketing message you create, the sooner you’ll realize that testimonials really are the ultimate sales tool.