Why Use Testimonials?
Many successful coaches build their coaching practices by using testimonials. But many others either do not use them, or use them poorly. The fact is, a well-crafted, relevant testimonial can be a potent influence on your prospects.
But only if you know how to use them effectively. Read on to find out how…
What is a Testimonial?
A dictionary definition is:
"A statement, usually written, in support of another's character or worth; a personal recommendation."
Or more succinctly:
A testimonial is a statement from a client that details the benefit they gained from working with you.
OK, So Why are they Important?
Testimonials are important as they rely on Social Proof – one of Dr. Robert Cialdini's potent factors of social influence. "Social Proof" is a psychological phenomenon that occurs in ambiguous social situations.
Under these circumstances, people who are unable to determine the appropriate way of behaving look to others for clues as to what is appropriate.
What is Needed for Social Proof
Social Proof is one of the most potent factors of influence and involves seeing what others around you are doing.
We've all seen it before - we choose restaurants that are popular over ones that are nearly empty. The logic is that if the restaurant is full then it must be good.
The power of Social Proof is greatest, Cialdini argues, when three things are true.
1. You find yourself in conditions of uncertainty.
2. Many people can be seen engaging in a particular activity.
3. You believe these people are similar to you.
Therefore, the more people there are engaging in a given activity, the stronger the social proof. Likewise if the people are like you (dress like you, appear to be part of your demographics or psychographics etc.), their actions will be more persuasive.
Social Proof & Coaching Testimonials
We can utilise social proof via client testimonials to gently persuade our prospects to buy our products and services. If we use these testimonials appropriately in our marketing, we can leverage the legitimate social influence inherent in our client's recommendation to grow our business.
Making Testimonials More Persuasive
We want to use testimonials that our audience can immediately relate to as coming from members of their group. In our case this would be people like our target audience.
People who have already attended one of our programmes, gained value and recommend it to others are likely to influence the others by their testimonials. So these are the people we want to ask. But what makes a good testimonial?
Good and Bad Testimonials
Dan Kennedy distinguishes 'Good-guy' testimonials from 'Outcome' testimonials. 'Good Guy' testimonials say what a great guy Alun is, but are non-specific. They may be flattering to you, but they're next to useless as a testimonial.
Outcome testimonials, on the other hand, are most effective when they:
- Are based on the specific results your clients gained.
- Focus on what happened differently after you coached them.
- Are quantified in terms of money, time or both.
- Are genuine, and appear genuine.
- Are relevant to your target market.
- Are made voluntary.
- Are made publicly.
So you want outcome testimonials in this form:
"I did X (a relevant thing for your clients to do) with Alun and the result was (saving of specific amount of money, time etc.)"
- Full name, location, contact details
Your Testimonials Must Appear Genuine
Now, of course, I'm sure you'll be using genuine testimonials, but they must also appear genuine - so the more specific you make them the better.
For example,
"I made £17,312.53 in extra coaching income from just one of Alun's ideas"
is more believable than:
"I made £16,000 after attending Alun's course."
Also a client 'AJ from Texas' is not specific, and sounds made up. Anthony Jackson, Bank Teller, Fort Lauderdale, tel: 605-224-1817 does, however, sound credible.
When to Ask For Testimonials
Robert Cialdini says there are certain moments when his principles of social influence are greatest. So we can make use these moments when we ask for a testimonial.
He says that one of the best times to ask is after your client has paid you a compliment. Just ask immediately if they'd mind putting that in an email. Or if requesting an email is not appropriate, ask them to write it on a piece of paper.
Other times to ask, according to Cialdini, are after you've completed a specific piece of work, or after you've achieved a notable result. So this might be at the end of a seminar, teleseminar, coaching programme or client breakthrough.
How to get Testimonials
So now you know what factors make a good testimonial. And you know when to ask for one. So what's next?
Ask for them! Yes, you do have to ask. And consider obtaining an audio testimonial.
But if you've done a good job, most people are happy to supply you with one. Just guide them to be specific. And once you have the testimonials, in writing, or in audio form – use them, and build your coaching business!
Summary - Testimonial Best Practice
- Testimonials can be a powerful means to build your coaching practice.
- You have to ask for testimonials - ask after your client has paid you a compliment.
- Ensure you get specific outcome-based testimonials, not 'good-guy' ones.
- Make sure they are, and appear to be genuine.
- Get testimonials from clients representative of your target market.
- Make getting and using testimonials part of your normal way of doing business.
|
