The value of testimonials (part one)

I don’t remember when I first learned about the power of testimonials in the context of professional services. It was probably about twenty years ago – long before it became common place.

For many years I have encouraged accountants to collect testimonials and to use them for marketing purposes. I explain to the accountants how to obtain testimonials in a professional way and how to overcome common concerns if they need to collate some to start the ball rolling.

In my case I have a page of testimonials on my website. In each case I have included the full name of the person who gave the testimonial. I must admit though that I have not made the most of them as they are all in one place and not given a context. Thus it’s not clear which testimonials refer to which of my services or talks. Proof I’m not perfect (as if further proof were required!).  I am also very proud of the kind unsolicited testimonials I have been accumulating on Ecademy. 

Why are testimonials so valuable in the context of professional services? Quite simply because they are the next best thing to a direct referral. Many professionals claim that they get much of their work through personal recommendations and I can believe that. They often claim that advertising is not really worthwhile. They may be right.

But there is, what I call, a disconnect here. When they advertise (and I include website material as part of the advertising mix) they are communicating with people who don’t know them. Equally these prospects may not know any existing clients. But those prospects could read testimonials from existing clients if these were easily available on the website and in other marketing materials.

Without testimonials the marketing messages are mere assertions. Testimonials can bring these assertions to life. They can act as the next best thing to a personal recommendation or referral. They need to be believable. They need to be relevant and they need to be authentic.

I’ll continue this theme in a future blog posting.