Sick of telling the world how great you are? (Sicker still of not having them believe you?) Then start convincing the world – or at least your prospects – by using testimonials.

But not just “any” testimonial. There is a vast difference in good vs. bad testimonials.

Powerful testimonials have two elements: they sound real, and they convey a benefit. By “real,” this means authenticity in the voice of a “real person,” not someone channeling a computer. And the benefit conveyed must trigger excitement or a sense of “that could be me” to the reader.

Getting a pile of good testimonials can be absolute gold in your presentation book, your website, sales letters, online video, and through virtually any media. You can turn a few testimonials into an entire ad campaign, use them to close sales years after the initial rave.

The problem is although you have customers who’d “just love” to give you a testimonial, they rarely do. So, here’s a better approach.

  1. Ask leading questions to get customer’s “result” of using you. These are among the most powerful. Then, simply jot down those words and have them “approve or modify” what you email. This way, you’re writing it (good) and all they do is approve.
  2. Be specific. Instead of “This company was really good. They did what they said.” Go for, “My new system is a lot more efficient. When I got my first utility bill, it was so low I thought it was a mistake!”  Or “Three other plumbers had tried to solve this problem, but ABC solved it on the first call. I’m impressed!”
  3. Use surveys. Sending a survey – online, printed, or over the phone – can generate fabulous “real” results and input. Your “highest” marks can become numerical averages, such as “91% of customers rank ABC as ‘above average or excellent.’”

Follow these rules to make testimonials start generating more leads and closing more sales through “endorsement” that you really are as great as you say!