As we talked about in last month's newsletter, when it comes to marketing magic, testimonials are the next best thing to personal encounters with potential clients, and in some ways, they can be even more powerful. 
 
The knowledge, confidence, energy, professionalism, and personal warmth you display in personal connections with people counts for so much.  There's just no substitute for first-hand experience.  And yet, when you say what you can do for a prospective client in the future, it just doesn't have the same impact as when an existing or former client says what you've already done for them. 
 
When you articulate how you can help, the potential client naturally discounts your words as at least somewhat self-promoting.  But the testimony of an enthusiastic third party is different.  It comes close to constituting solid, objective proof that you have what it takes to work some magic with the new client too.
 
So, testimonials are pure gold, but how do you go about getting them and what goes into a good one? 
 
Some testimonials are offered up spontaneously, in writing, like the one we featured last month.  But often, what we get is informal feedback from the folks we serve telling us what a difference working with us has made in their lives. 
 
That feedback is wonderful, but it only becomes a testimonial when it's written down and shared with others ... or spoken to others.  Let's concentrate on the written side of things, getting a statement you can use in your materials and on your website, and which you can refer to in your talks. 
 
In order to turn people's positive feedback into a powerful marketing tool, you have to ask if your person would be willing to actually write up their sentiments in the form of a testimonial you could show to others.
 
Whoa, stop.  Is it okay to do this?  Of course!  These folks have already offered unsolicited testimony that the work you've done together has benefited them.  Now, all you're asking for is a written expression of what they've already told you.  And, hey, it's a request.  Position it so they can gracefully say no as easily as yes, and everything's fine.
 
This is their way of sharing the benefit they got with the world.  In our experience, almost everyone jumps at the chance to tell their story and is flattered to have been asked.  Heck, it's even okay to ask people who haven't said much about it, but who you know you've helped.
 
Okay, so let's talk about what makes a good testimonial.
 
A focus on results.  And when at all possible, make those quantifiable and measurable results.
 
Your clients may think you're great and may offer plenty of complimentary adjectives to describe what a wonderful person and service provider you are, but the bottom line for the reader or listener is what happened to change your client's world ... what were the specific results they experienced.
 
"I tripled my number of clients from 11 to 33 in the space of eight months.  I now have a nearly full practice."
 
"With Barbara's coaching I was able to increase my revenue from client originations from $200,000 to $750,000."
 
"I couldn't turn my neck enough to safely back up the car and it hurt like the deuce when I tried.  Now, I'm back to where I was before the fall ... no pain and no restriction.  I couldn't be more grateful."
 
"I've found a fabulous partner and we live together in the middle of a state park filled with redwood trees and he's building us a new home."
 
Okay, but what if the client doesn't spontaneously offer such specifics?  Then coach them.
 
Whoa.  Is that okay?  Of course it is!  If the aim is to help others know what's possible as a result of working with you ... in no uncertain terms ... then the testimonial has to be specific.
 
Just ask your person to focus on the bottom line results, as expressed in terms of numbers, accomplishments, rate of progress, degree of change, satisfaction level ... and even something as intangible as their way of being.  How has working with me impacted your business ... your life ... or both?
 
They'll probably want to say something about your method or style and who you are as a person.  That's great.  And when that's combined with the direct impact you've had, you have the complete package. 
 
Some folks will spontaneously whip out a perfect testimonial, while others may benefit from having a model to work from.  For them, you might want to offer a sample testimonial.
 
Thanks so much for your invaluable coaching.  It's made all the difference.  Whereas I was struggling to grow little by little, inch by inch, you helped me catapult my business forward.  My revenue has increased 22% to well over $9,500 a month and I'm generating more prospects in a single quarter than I was in a whole year prior to working with you.  Plus, I'm enjoying myself!  Thanks for kicking me in the rear when I needed it and always reminding me to celebrate my successes. You're the best!
 
Testimonials don't have to be all that carefully crafted.  As long as they're result-focused and come from the heart, you're fine.  That said, you might want to ask permission to tweak the wording for impact and readability.  Most people are fine with that.  You can go back and forth by email. 
 
One firm rule:  You need to identify the person's full name and the city and state they're from.  As a number of studies have shown, you hurt your credibility if you don't.  People think you made them up. 
 
And a caution:  Some professions prohibit the use of testimonials altogether or have restrictions on how you use them, so be forewarned.
 
Finally, how do you go about asking for a testimonial?  Well, how about something like this?
 
Hi Kristin,
 
I so appreciated your nice comments from last week's call and I was wondering if you would do me the favor of putting them in the form of a testimonial.  Just a short paragraph on the benefits you've gotten from our work together.  I'd certainly appreciate it, as it helps other people realize just what's possible for them as a result of following the 12 steps of our mentorship program.  Whatever you feel moved to say is great.  I'd especially appreciate it, though, if you'd concentrate on the specific results you've achieved.
 
Please just let me know if you'd be comfortable doing this.  And of course, I'd be glad to help you with it in any way I can.
 
Thanks so much,
Barbara
 
That's all there is to it.  You've now graduated from Testimonial 101.  (Cue the processional music.) 
 
Now, go forth, gather those testimonials and start spreadin' the news.  You'll be filling your practice to overflowing in no time!
 
Best Regards,
Barbara