The Time for Testimonials
Yesterday we talked a bit about licensing hypnotists and both Craig and Michael responded with not seeing a need for such action.
But Craig brought up an interesting point about having worthwhile testimonials. I think this goes hand in hand with word of mouth communication. Both can be really helpful, but here’s the rub for me. Testimonials. If real, they are fabulous. Unfortunately, I have seen many hypnotists who have a ton of testimonials and they are not real. Actually, let me make this broader. I have seen many businesses that have tons of testimonials and wonder about the truth of those statements. I have known several businesses to make them up. So, on a personal level, I never give much stock to them and I cannot believe I am the only one (Craig, I am not saying you cheat, I just know others who do).
So, is there some way to know if they are real? Many of my clients, for instance, who have written testimonials, do not want me to put their full name because often what they say in the testimonial is not something they want the public to know. Do you tell by the sincerity? I know this is totally negative on my part, but it has always been a quandary to me.
April 16th, 2008 at 10:40 am
The world is a much more skeptical place these days. After years of Watergate, Enron, Sex Scandals with priests, etc. etc. Can’t really blame the general public. And you are an example of this.
I encourage all my clients to be scrupulously honest. I tell them to keep a copy of every testimonial in a file and offer anyone who wants to verify the original to contact them. Use full names, city & occupation PLUS a photo for every testimonial.
Even to put photos or screen shots of the original testimonial on the website. And in the offices of hypnotists, to have testimonials handwritten and signed in frames or a big binder in the waiting area.
Just putting piles of hyped up statements with initials is actually worse than no testimonials. For exactly the reason you stated.
And testimonials are only one element of proof. But they are a strong element when done correctly.
Thing is, when you have a good product or service, there is NEVER any reason to lie or exaggerate in your marketing. I won’t work with anyone who wants to inflate claims.
Cheers,
Craig Eubanks
HypnosisMarketingTips.com
April 16th, 2008 at 7:02 pm
I have testimonials on my site and in my office. They are from clients who offered them to me, so I simply asked for permission to use them. I have respected their wishes, not using full names when appropriate. However, some have sent me pictures to include. There are some who have posted on ratings sites that I didn’t know about until someone calling into my office mentioned where they heard about me.
Craig Eubanks, by the way, is brilliant and knows about marketing, regardless of the business. I have used him as a coach and my husband who is a custom home builder has benefited from his advice.
April 16th, 2008 at 9:43 pm
A testimonial without a name? What’s the point of writing one?