It’s so easy to get caught up in just thinking that to get your business noticed you need an endless stream of press releases (see PR glossary). Sometimes, the simple things, like client testimonials, get left behind but they can be most effective in building profile, making a splash and boosting your PR (Public Relations).
Client testimonials create two-way PR
A calendar of proactive PR opportunities is great but it’s just as important to leverage the value your clients already put on your services. Satisfied clients will sing your praises – you can reciprocate that to boost your, and their, PR. That can only serve to cement your working relationship further, can’t it?
Let’s face it, your clients are busy. And, even if they love you it can be a struggle for them to find the time to write you a testimonial. It simply might not make it to the top of their ‘to do’ list. The key is to make it as easy as possible for them. In fact, there are three essential elements you need for capturing great testimonials:
- Make getting testimonials part of your process. So, when you have completed a project, or your contract comes to an end, ensure that you have the email to fire off to give you feedback on how you performed
- Include in that email key questions – those questions will not only give you valuable feedback they will also give you the precise words you can use in your testimonial
- Write the testimonial for your client based on their responses and then send it back to them and ask them to approve it. That way you make it as easy as possible for them to give you a glowing testimonial.
And, here is a testimonial put together this week using that approach – for a writing project I did for a client.
“When I saw the copy I thought – “I love it”. Debbie took the copy I had for my speaker kit and turned it into something that was truly professional – it was cohesive, made me sound great and showcased all the important parts about me being a speaker. She understood exactly what I was trying to achieve and delivered what I needed on time. She’s great to work with – in fact, I’d say ‘awesome!”
Of course, getting the testimonial is just the start. It’s a good idea to have in mind exactly how you will use your testimonials to help shout your praises. You can do so much more than just pop them on your website, although that is a good place to start.
Get PR by leveraging client testimonials and quotes
There are many ways to make use of your testimonials, I’ve picked out a few in this article that are worth looking at:
- Quotes in your press releases – it’s far stronger for other people to shout about how great you are in press releases than relying on just yourself. That third party endorsement can help to set you apart as well as build credibility and reputation.
- Testimonials on your website – testimonials might be in written or video form. Whichever, they can be incredibly powerful in helping to build trust with potential clients.
- Case studies for use on your website and with the press and media – the press and media are always looking for case studies so it’s well worth taking the time to build up a bank of case studies that demonstrate the problems you have helped solve.
- Photo stories for display at events – photos help any story come alive and also make it more memorable. People are interested in people. So, don’t focus on dry statistics and mission statements – focus on the people stories.
- Putting testimonials in your newsletter – so that your audience gets more insight about the work you have been doing and how it has helped.
- Using them in content you share via platforms like YouTube and Slideshare.
- Putting them into speaker kits and materials you develop to promote your products and services.
Capture testimonials from social media too for your PR
Don’t forget too that if you are using social media then building a community of supporters and clients can be incredibly powerful in helping to establish your credibility and authority. It’s also worth considering how you can display endorsements from social networks on your website – you can, for example, embed tweets on your website and that can be useful in demonstrating your reach, profile and reputation.
In a nutshell: If you have supportive customers then give careful thought about whether you are making the most of the goodwill they offer, there are so many ways you can use testimonials to create great PR. Let your happy customers sing your praises.
How do you leverage your client’s goodwill to get great PR?
Want help with your PR or with copy writing? Then contact Debbie today.
Image credit: Debbie Leven