The Do’s and Don’ts of a Powerful Testimonial

We all know that a strong testimonial is one of the most persuasive marketing tools out there. After all, there’s no better way to build credibility with potential clients than third-party endorsements. But how do you get them?

First, it pays to know what makes a good testimonial. Business consultant Michael McLaughlin offers a great overview – not only of what a top-shelf testimonial looks like, but also how you can ensure a good outcome by taking an active role in the process.

Once you have a plan for the what and the how, it’s time to decide the who.

Choose wisely: approach clients who’ve already given you positive feedback about their coaching outcomes. And when you ask, offer them some guidance about how they can easily create a high-impact testimonial – including the “three pillars” of a high-quality success story:

  1. Keep it short
  2. Make it authentic
  3. Be specific

In order to jump-start their thinking, you might even include an example (like the one in McLaughlin’s post) or some open-ended questions about their coaching experience.

By participating in the process, you can help make the difference between a lukewarm compliment and a winning endorsement – maybe even one that inspires a prospect to become a client!

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