Your Marketing Magnet

You may not realize it, but every day you come in contact with someone who can promote your business – for free. All you have to do is tell them a story about your experience with their product or service, and they’ll be happy to relay it to others in the form of a testimonial. And remember, that doing so works both ways! When you provide a testimonial, you may be asked to give one back. So talk about your experiences and make sure that your results match.

If I think my story can help someone come to a more-informed decision, learn something new or connect with an industry leader, I email them a quick reference – even if it is just to say ‘thank-you’ and recognize and describe some of the benefits I got by working with them or applying their advice.  You can do the same.  Or better yet, send them off a video.  If you have a cam-corder or access to one, why not step in front of it for a few seconds and give them a snapshot of your experience.  Then let them post a clip of it on their website; link it to You Tube or use it in their proposals, brochures and other promotional materials as yet another cost-effective marketing/PR measure to expand you reach and take aim at your desired target audiences.

Here are five more of my quick tips to writing great testimonials…

1. Keep Your Review Short and Sweet – Write up a short and sweet account of your story or what your experience was like with this person. Stick to one main point and summarize it in a few sentences.  And mention your expertise in a quote like this:

“As a __________, I found your suggestion about __________ to be a key piece of information I needed to _____________________.”

2. Record it – Video or audio testimonials leave a much longer impression than written words and are fast becoming the next wave in publicity and promotion. So you might consider recording your testimonial as opposed to just handing it over.

3. Power Signature – Whenever you send a testimonial, include a power signature. Go beyond your name and add any relevant information that supports your connection to the audience: your company name, appropriate title [for some you may be president, others a speaker or a consultant] and your website. Sending your photo along with your comments connects your name with your face and also gives you an opportunity for added exposure.

4. Send it – Sending your testimonial on your letterhead with a signature is the most formal approach and is also the best when your letter will be displayed. Follow up with an email that includes an audio or video attachment. Give them approval to use your testimonial and photo in their press releases, as well as at their business and on their site.

5. Take Action – Now that you know how to write and package your testimonials, you must take action TODAY.

• Ask every client and supplier you work with for a letter of reference.
• Send a follow up email to a speaker after a presentation depicting your top takeaways.
• Look in your inbox and find an e-zine you like, choose to respond to an article with a comment and testimonial on how much you enjoy each issue.
• Pick out a few products you like using, look up the company’s contact information and let them know how their products make your life better.
• Offer to be a spokesperson – either paid or unpaid.
• Track the links from online mentions to your site[s] and blog[s] to measure your success.