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What to do With Testimonials—And How to Use Them Effectively

What to do With Testimonials—And How to Use Them Effectively



If your clients are happy with your products or services, chances are you’ve heard them say it. Whether in survey responses, replying to a follow-up email, or sometimes out of the blue “This is great!” messages, any good reviews are good for business. But how can you differentiate between the OK testimonials to hang in the break room and the great ones to use as marketing tools?

Here at YGS, we value customer service and high-quality results. Often we get fantastic feedback from clients, and there is mutual excitement in sharing that feedback. There are some rules when it comes to sharing, though, and we’ve figured out the top three tips to successfully using customer feedback.

  1. Make sure you have permission. If your clients love your products and services enough to email or call you about it, chances are they’re telling other people, too. In most cases, happy clients rarely have issues with you using their words to show your successes, but make sure it’s OK before you develop an entire campaign around their message.
  2. Don’t (over)edit the quotes. Marketing materials should be edited for style and brand sensitivity, but if you’re using a direct quote, keep it as close to the original as possible. Not only is editing a quote disingenuous, but if it’s obviously changed, it cheapens the effect of the testimonial. If you’re changing words in praises, imagine what people think you do to negative feedback.
  3. Showcase a specific product or service. Someone saying “great job!” doesn’t really give a clear image of what you did and why they’re pleased with the results. But a full-fledged compliment like, “We couldn’t imagine a better partner for our annual conference execution than XYZ Company for event planning, who got the job done on time, under budget, and exceeded expectations on every level.”

Consider these tips the next time great feedback comes in. Using testimonials on your website, in marketing campaigns, and in business proposals is an effective way to build on word-of-mouth advertising.