What is a Testimonial?

A Testimonial is generally a piece of written text, and occasionally audio or video, that expresses satisfaction about a product or service a person or company has received. The person giving the testimonial, as well as the person receiving it, can be a private individual or a company.
Testimonials are sometimes known as Endorsements, although this is usually a term reserved for celebrities when they approve the use of a product such as perfumes, food or sports equipment.

In summary, testimonials form a very important part of word-of-mouth recommendation and referral strategies. They are particularly effective for small businesses, or young companies as they seek to build their client base before they have had a chance to develop a strong, well-known brand.

How are Testimonials used?

A testimonial is useful for a company because it helps give confidence to their potential purchasers, and in some cases suppliers, who would be reassured that others have tried the product and like it. Testimonials can be used in printed and web-based advertising, and as part of various marketing packages. Many companies use testimonials on their websites to help add to the descriptive content they have already written (for example, holiday property owners may use testimonials that help paint a picture of their rental property through the eyes of a family that has stayed there).

Should I supply testimonials?

That depends! If you have been genuinely impressed by something that somebody has done for you, or with a product of a particular company, then it is nice gesture to write a testimonial letting them know. You can preserve your anonymity by asking the company not to publish your full name and other details when they use the testimonial.
If you want to restrict the use of the testimonial you have written, then tell them clearly what restrictions you want applied.

Some guidelines for writing testimonials

These hints and tips are primarily aimed at testimonials that will appear in websites, blogs and on Social Media sites (such as Business-Scene, Facebook and LinkedIn), but can still be applicable for use in other areas :

1. Keep the text short and to the point – nobody will stay around to read long pieces, and website owners may be disinclined to publish such pieces. If you have more to say, consider working with the website owner to produce a case-study, laying out the reasons why you chose them, how you used the product / service, how it improved your World etc.
2. In your testimonial – explain the problem you wanted to overcome, how the product or service achieved this, the level of customer support you received , and the performance of the product
3. Be emotional – if the experience was truly amazing, then say so!
4. Only write testimonials if you have really used the product or service – in other words, don’t make something up just to help out a friend. Some website visitors do get suspicious about this, which can backfire on both you and the company for whom you supplied the testimonial
5. Following on from the above point – don’t engage in “Testimonial Exchanges”. So don’t feel that you need to give a person a testimonial just because they gave you one! This sort of thing is generally easy to spot – try going to your favourite social media site and look up a few testimonials / endorsements, then see if a reciprocal endorsement exists
6. Be honest – don’t mention benefits if you haven’t seen them!
7. Be specific – if you have seen a 10% increase in sales as a direct result of using the product, then say so!
8. Don’t be savage – Testimonials are used to describe good experiences. If you weren’t happy with the service, then by all means give some feedback, but don’t expect it to be published!
9. Although it would be better for you to write the testimonial, don’t be afraid to ask the business, whose product or service you used, to write it for you. If you work closely with them they should know what experience you had, they will know where they intend to use it and therefore what it should emphasise, and will have more incentive to get it written. You should always verify it afterwards to ensure you are happy with all aspects of it
10. If you are happy to provide a reference then let the testimonial recipient know. This can be really useful to them, and will reassure their website visitors that they can follow-up a written testimonial with a call to the person who gave it. Very few people will actually pick up the phone and call you, but just having your details there will give confidence!