Are you using testimonials on ALL your marketing pieces? There is a concept known as social proof, which when used the right way, can add to your credibility and perception of value. That means that if someone else likes you and got a good result from your work, you must be good! There’s an element of ‘proof’ in testimonials. In this article I’m going to teach you not only what to put in the testimonials to make them even more effective, but also how to ask your clients to create some powerful ones for you.

Some business owners feel hesitant to ask their clients for a testimonial, but once you learn this system, this is easy to master. It doesn’t have to be contrived at all. If someone says that they liked your work, just simply ask if you could write that down and use it in your marketing materials. You can also let them know that their testimonial is a great way for them to get visibility as well. (In fact, in the internet marketing world, many people use giving testimonials as a way to get their names out in front of more people.)

Another great way to gather powerful testimonials is to write them yourself. Because your clients may be busy, you can offer to write down what they said and send it back for their approval. This can insure that it will get done, and if you have a good relationship with your client, it will make it easier for them to help you.

What elements make for a great testimonial? Let’s start by talking about what you don’t want to do. Listen to how generic this one is:

“Working with John has been a good experience. John has a great program and I am quite satisfied with the results.” –T.G., California

That’s usually the first kind of testimonial your clients will give you, so you have to coach them a bit to be clear and more precise about how they benefitted from working with you.

The following questions make for a great format for them to answer-

1. Where were you before we started working together? (You want to focus on their pain or what wasn’t working for them)

2. Because you were there, what wasn’t working?

3. What had you tried?

4. During our work together, what did we do?

5. What was the result of that? (Be as specific as possible! If you can monetize or quantify the result, that’s even better)

6. And now what’s different?

So if we take those points and rework the watered-down testimonial, it can be like this:

“John, you were a lifesaver! Before I started coaching with you, my business was not generating enough revenue for me to even pay my employees. I was frustrated and felt like throwing in the towel. I had tried other coaches and had attended a few seminars, but couldn’t find the key to turn things around. Then my friend Amy recommended you, and I’m glad she did. You put me through your 12-week “Business Turn Around” program and wow…the results are amazing. Since being in your program, I have been able to create my marketing message in a way that attracts the right customers to me. As a result of this, my business has increased 30% and I’m not only making a profit, but feel so much more credible as a business own er. And thanks to you, I am now working on two more product offerings, so will have an even more leveraged business. I’d recommend you to anyone who wants to get great results – quick!”

-Tom Gannon – www.thegannongroup.com (name and domain are fictitious)

Want to make it even more powerful? Get a photo, audio, or even video. That’s the #1 way to have people feel like you are the go-to person in your industry!

Now it’s your turn. Think about your top five clients. Do you have their comments recorded? If not, just create a plan to get what they love about you captured and onto your marketing materials. You’ll be glad you did.

(c) 2009 Therese Skelly. Discover a simple, yet surprising secret to getting unstuck in your small business by visiting www.HappyInBusiness.com and signing up for her next free workshop