What do you think of testimonials? What do you think of recommendations on LinkedIn?
When buying a book or a DVD is the few words of praise from a well know writer, journalist or publication enough to make your mind up and hand your money over to the cashier? Or will you have made up your mind based on in-depth reviews or interviews with cast/crew/authors?
When it comes to choosing a service will you rely on testimonials on a company’s website or brochure to make up your mind? If they were available would you make up your mind based on in-depth features, articles or case studies on the company/service?
When it comes to your own business, do you think potential customers or clients might make a positive buying decision if they knew the full story of how you can help, how great your customer service is, etc?
If you think that’s a possibility, have you ever thought about useful and informative articles on your website, written in a journalistic style? Why not just ditch the boring About page and replace it with text written in article style, quotes and all telling readers about the company/organisation/product? How about a profile with quotes and background info from each staff member that would normally have appeared on the ‘Our Team’ page?
And when it comes to testimonials, do you think they give enough of a picture to a potential client about how you provide a solution to their problem? Why not tell a story?Tell a story with details of your client’s business, their problem, your solution and how you used this to solve their problem. Written in a journalistic style, with background information and direct quotes, it’s bound to help them more than a sentence or two on how great and wonderful you are.
Get attention, get content, inform, get more than a pat on the back, get people interested.