Customers' testimonials good tool for credibility

Since starting this column in March, I've spent a lot of time promoting the virtues of third-party credentialing by attaining news-story placements in the media. But for most businesses, earned media alone is not enough.

When developing paid advertising campaigns, the use of testimonials also brings desirable third-party credibility to your marketing messages. Any business can claim to have the best product or service in its ads, but that is simply viewed by the public as a claim by the sponsor of the ad.
While some industries, like legal and accounting, avoid disclosing clients as a best practice, many companies are smart to leverage testimonials from their customers in advertisements.

Oftentimes, when I advise clients to reach out to select customers for a testimonial, they "don't want to rock the boat," as one told me this week. In this economy, I can certainly appreciate that, even when the relationship has had a good record.

But this could be a great opportunity to facilitate discussion and ask a client for feedback. How is the level of service and quality you are providing? If all seems well, why not ask for the testimonial?

Share theme information

There are many end uses for testimonials.

In a paid ad, get where you want to go. After determining your customer is happy with your services and is willing to assist, tell him or her where you are going with the ad. Don't complicate things by not outlining the advertising campaign's theme. If the client is really a fan, they'll likely work with you.

For example, if you want to tout your service in the ad, ask your client if they are willing to provide comment about your quality of service, rather than not being specific and asking for an open-ended endorsement. There is nothing unethical about guiding the process, as long as the participant believes in what will be represented. Don't be surprised if your client asks you to write up a quote. As long as they get sign-off and an opportunity to make edits, this is frequently done. It allows you to craft words that fit perfectly into your theme.

For sales materials, it's always impressive to carry copies of letters from happy customers. Your ultimate sales collateral, the company Web site, is also a terrific spot to have clients tout your service and products in reference letters and quotes. Interested parties can do a more in-depth review of your company offerings on your Web site. Testimonials there are powerful reinforcements.

Testimonials in paid advertising works. When appropriate, find touch points to use this method of adding the credibility of third-party endorsements to your messages.