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The Power
of Client Testimonials
Written by Norine Dagliano
Keywords: client testimonials, sample testimonials, testimonial
examples, format
A couple of
weeks ago I received the following email from a client:
"Within
minutes after you completed the final version I sent it
to a potential employer, was called for an interview within
two hours, and had an interview with the CEO two days later.
After a second interview a few days after that, I was hired
and I couldn't be happier. I really believe it was because
of the resume you did for me that got me the interview."
Wow that felt
good! But it is not enough to just feel good and then delete
the email. Following is this week's marketing tip, courtesy
of Jim Ackerman:
Use testimonials in your marketing.
These independent,
third-party endorsements of your product or service are
powerful because they invoke the Weapon of Influence called
"Social Proof." In other words, your prospect will believe
your product is good because somebody else, just like her,
says it's good.
You see,
when you're selling something, anything you say about
your product or service is suspect in the minds of your
prospects. But when somebody else says something good about
what you're selling ... that's credibility! And it can really
enhance your sales presentation.
If you are
not collecting testimonials and putting them on your website
and in all your marketing communication, then you are
overlooking a very powerful marketing tool. And, you
can take this concept one step further and put it to work
for your clients.
Coach your
clients to begin a "kudos" file and tell them to start saving
"testimonials." These "testimonials" come in many forms:
formal performance appraisals, email "kudos" from customers
and co-workers, formal and informal rewards, written notes
of appreciation, and formal letters of recommendation. If
they have already saved some of their "testimonials," ask
them to share some with you, and look for ways to build
them into the resume and/or cover letters.
You can put
the testimonials in quotes and include them in the body
of the resume or cover letter. You can paraphrase them with
wording that begins with "recognized for ... " You can create
an "Achievements" or "Recognitions" heading on the resume
and include some of these testimonials. I recommend paging
through various resume books and look at how some of our
colleagues have used these strategies in the resumes they
have had accepted for publication.
Advise your clients to
review their file of testimonials prior to an interview
-- it will help them get in the right frame of mind for
their "sales presentation" -- and tell them how they can
use testimonials when answering interview questions such
as these: "What would your former co-workers or supervisor
say about you?" or "Why should I hire you?"
Testimonials
are powerful. Solicit them, save them, use them!
Copyright 2009. Reprinted
with permission from the author.
Norine
Dagliano, of ekm Inspirations,
is an independent and nationally certified professional
resume writer (NCRW, CPRW, CFRW/CC) and job search coach.
With more than 20 years of experience, Norine has crafted
powerful, achievement-focused resumes and provided logical
and straight-forward job seeking tips and advice that has
helped literally thousands of professionals in overcoming
the anxiety of looking for work ... and finding their ideal
job. Learn more at
www.ekminspirations.com
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