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Build Your Writing Business Through Testimonials
by Jennifer Brown Banks

Return to Business & Technical Writing · Print/Mobile-Friendly Version

Would you like to market your writing business with a minimal investment of time and money? Expand your client base and your bottom line? Work "smarter, not harder" this year?

Here's the ticket: testimonials. They're one of the most effective forms of "social proof" around. And here's the good news: you've probably already been passively acquiring them already through the quality services you provide.

Comments like: "Thanks Joe, for the terrific job you did on creating the collateral pieces for our new clothing line" or: "Mary, you have been a Godsend - your work on our website has increased our traffic tremendously this quarter" can speak volumes about your skill set, your creativity, and your performance record as a freelancer. Giving you a much-needed competitive edge in these tough times.

What exactly are testimonials?

Testimonials are the equivalent of reference letters in the corporate arena; they open doors. Dictionary.com defines them as: "Something given or done as an expression of esteem, admiration, or gratitude."

Consider the following statistics:

  • 70% of consumers check online reviews or ratings before making a purchasing decision.
  • 20% more people will buy from a site with testimonials reflected on their website.

Testimonials can come in different forms. Like celebrity endorsements by Kirstie Alley, who gives the "skinny" on how she lost weight through Weight Watchers. They can even be provided in video form through mediums like YouTube.

No matter how they're executed, in order for them to serve their intended purpose and have optimal effect, they must be used strategically and correctly. With this as our guiding goal, here's what you need to know about using testimonials to cultivate new business and "stay in the black."

The Wrong Way:

While reading the bio of an author's work in a popular newsletter, I excitedly clicked on the embedded link to her website to learn more about her services. When I did, I discovered an error that many writers unfortunately make. Her testimonial was weak and generic, and was more of a "courtesy comment" that editors periodically send to contributors than a testimonial. See if you agree. It read: "Nikita, I enjoyed reading your work. Thanks for your submission."

Put yourself in the place of a potential client. Would this statement inspire your confidence? Or cause you to choose this writer over the many scribes offering similar services? Probably not.

Another author offered the following testimonial on her site as well: "Interesting article."

Having an ineffective testimonial is just as bad as not having any at all. There's a better way.

According to marketing expert Holly Buchanan, there are three conditions for testimonials to have maximum impact.

  • They must be specific
  • They must overcome potential objections
  • They must be strategically placed

The Right Way:

Here are two testimonials I posted on my site's landing page to establish my value to potential clients reviewing my online "portfolio" with successful results:

"Jennifer Brown-Banks is, simply put, a jewel. I hired her to design my blog because I enjoyed reading hers. Through the whole process she was a knowledgeable and cheerful partner and the result of her efforts is my own beautiful blog. I'd encourage anyone to consider any of her services. You'll get a skilled, knowing, and sensitive professional. Yeah, she's that good." ---Susan Sundwall, Author

"I hired Jennifer for a Blog Consultation. With Jennifer's help, I could see my blog more objectively. She gave me very clear and concrete ways to improve my entire site. Within hours, I felt way more confident about my online presence. She's friendly too. Even in her emails, she provides service with a smile." ---S. Webb, M.F.A.

They're specific. They're credible. And they put me and my services in a positive, professional light. And yours should too.

Here's another example of a strong testimonial that I read on another writer's site -- a writer whom I later hired to work on a project:

"Lisa is the 'Michael Jordan' of freelance writers. She's smart, quick, reliable, and an asset to have on our team. She never drops the ball."

What makes testimonials truly effective?

"Solid" testimonials highlight a writer's specific creative strengths. They establish what separates him/her from the hundreds of other service providers with similar offerings.

They're also credible and convincing. They address how the writer helped a client to solve a problem, enhance services, or make a profit in his business. They are also accompanied by the provider's name and the person's title or organization, (as opposed to just initials).

In many instances, the problem with using testimonials is one of misperception. In other words, the unenlightened believe that it's better to have 10 weak or vague testimonials than 2 or 3 strong, illuminating ones. Not true. Quality trumps quantity here, always.

Experts "speak" out on testimonials...

Here's what a few authors and experts had to say on this topic:

"First off, a testimonial is only effective if people are actually reading your site. I think you need to meet these criteria as well. The testimonials have to be short enough that website visitors will actually read them. They should address the visitors' concerns. If the author writes fiction, for example, you might want to make sure it's clear that the story is entertaining. If the work is nonfiction, perhaps the emphasis should be clarity. And last but not least, it helps if the testimonial is from both a name and an organization that has credibility. Really, the best approach to obtain them is to simply ask. In order to be in a position to ask, you need to develop a good relationship with the client. Normally you wait until the client praises you for something and then you ask."

---Victoria Grossack, Writing-World Columnist

"Testimonials are great for selling books - if they're genuine. The best way to spot a fake is to look for information that's too general or that can be written solely from skimming the table of contents. With this being said, the best testimonials are those that give specifics about what the reader liked. Better still, if the reader tells how the book helped them create success in their own lives--especially as it relates to the topic of the book.

"As far as obtaining testimonials? If a client is truly satisfied, it should be as simple as asking them. To better improve your chances, do these three things: 1) Give them a length, such as "I'm only looking for three sentences or so." It takes away the intimidation. 2) Remind them what they said they liked about your book. 3) Write a sample to send to them as an example. There's something about seeing a short testimonial that makes a client go, "Oh, I can do that, and I can crank that out now while I'm thinking about it." Remember, all readers are not writers, so something that seems simple to you may get bumped down the to-do list for others. Make it appear effortless."

--- Wendy Burt-Thomas, freelance writer, editor and PR consultant & author of four books, including The Writer's Digest Guide to Query Letters

"The best approach to getting a client to provide a testimonial tailored to your needs is to write it, then send it to them to edit to their taste. If you ask them to write one, you're giving them work to do that takes away from the work they do to make money. It will get pushed to the side. Don't make them think, help them react."

--- Sporty King, Author, Toastmaster award-winning speaker

"I believe testimonials are quite effective... if used well. Anonymous posts like Alice J. or Thomas R. mean nothing. And testimonials that aren't unique in how they are written, like 'I liked it!' or 'She does a good job!' carry little value. So, in other words, either the wording has to be superb, the message of great quality, or the person's name writing the testimonial carries some weight (or the company they work for). Otherwise, why have it at all?"

---C. Hope Clark, Funds for Writers Creator

How to obtain quality testimonials

Do you have a prestigious client who sings your praises? An editor who has worked with you happily for several years? Don't be shy to send them an email or letter asking for their endorsement. Most are more than receptive, and would welcome the opportunity to show their appreciation for a job well done.

Another way to get them, is through client surveys and questionnaires. The added benefit here, is that even if you don't use all the comments you acquire, it's a great way to keep the lines of communication open and gauge satisfaction levels with your existing client base, which can encourage repeat business. Be creative.

For maximum impact, be sure to place testimonials in a very visible location on your site -- either on the landing page, or under a bright designated tab that reads "why hire me" or "testimonials from satisfied customers." Another popular placement choice for many writers is the right margin of their site. Word to the wise: sometimes a little experimentation may be required to arrive at what works best for your site's design and your aesthetic preferences.

On a final note...

Always be sure to request permission to use testimonials on your site and ask how the person wishes to be identified, along with their comment. This shows professional courtesy and increases the likelihood that current clients will be future ones.

For more information on how to use testimonials, check out The Third Person Pat on the Back by Fred Gross.

Find Out More...

Five Steps to Developing Your Writing Brand - Sonya Carmichael Jones
http://www.writing-world.com/business/branding.shtml

What Do You Write? Using Writers' Platforms to Establish Subject Matter Credibility - Audrey Faye Henderson
http://www.writing-world.com/promotion/platform.shtml

Copyright © 2014 Jennifer Brown Banks
This article is not available for reprint without the author's written permission.


Jennifer Brown Banks is a veteran freelance writer, pro blogger and ghostwriter with over 700 published pieces in local, national, and international publications. She loves cooking, karaoke, and word games. View her "testimonials" at her award-winning site, Pen and Prosper (http://penandprosper.blogspot.com/).

 

Copyright © 2017 by Moira Allen. All rights reserved.
All materials on this site are the property of their authors and may not be reprinted
without the author's written permission, unless otherwise indicated.
For more information please contact Moira Allen, Editor

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