Using Testimonials as Positioning Tools
Written by Caleb Scoville on November 19, 2008 – 5:00 pm -
I recently gave an endorsement to my good friend and client Adam Urbanski of The Marketing Mentors for his upcoming Attract Clients Like Crazy event.
Well, if you’re on any of Adam’s lists, you should have already gotten his message about my testimonial, but I wanted to share you the link with you myself so that you could see what he did.
Have a look for yourself:
http://www.northbankaudio.com/mmtestimonial
What struck me about this was, not only did this testimonial become a vehicle for a powerful promotion that Adam could send out to his list, but it also became a promotion for me as well! I’ve already seen a few new opt-ins directly from this promotion he sent out.
The real reason I’m sharing this with you is two fold:
#1) I want you to learn from what Adam did.
Make sure you’re asking your clients, associates and even contractors or employees for testimonials.
When you’re asking for testimonials, coach your clients on what you’re looking for.
I’m going to follow this up soon with the anatomy of an effective testimonial, but listen to the one I recorded for Adam at the link above for the basic format.
#2) I want you to learn from what I did.
Are you offering testimonials to your associates who are highly visible in your target market? If the answer is ‘no’, you’re leaving money on the table.
I knew that giving a testimonial to someone with as much visibility in my target market as Adam has would pay off for me just as much as it would for him.
Notice that I plugged my website in the beginning and end of the audio I recorded. Whenever introducing yourself, don’t use your company name - use your website.
Here’s that link again:
http://www.northbankaudio.com/mmtestimonial
One more thing… whenever dealing with testimonials, whether you are giving one or asking for one, audio and video is much better than just text.
You can truly identify with your audience and authentically present a message in these forms. Plus, different people like to learn in different ways and you need to make all of your information as easy to consume as possible.
Do you have any testimonial tips to share? Any big wins or horror stories? Do you absolutely disagree with what I just said?
Join the conversation. Add a comment below.
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Tags: Adam Urbanski, Audio, Effective Testimonials, online marketing, positioning, target market, Testimonals
Posted in Marketing, teleseminars |
November 20th, 2008 at 1:13 pm
Caleb here…
I just had a subscriber leave me an interesting question in response to the above message, and I figured I would share my response.
She asked,
“What is involved for me to ask clients for audio testimonials?”
Here’s my response:
A great tool for this kind of thing is Audio Acrobat (http://audioacrobat.com/).
“Included in this services is a tool that enables your clients to call into a line and record a message which is then saved as audio in your account. Audio Acrobat also has other features such as telephone call recording, streaming audio and video players and podcasting. It costs around $20/month.
Some of your clients may have way to record audio or video themselves, so you could always just ask them as well.
I hope this helps.
Caleb “