The Power of Testimonials
As regular readers probably know, I’m a fairly frequent contributor to the Know-How Exchange over at MarketingProfs www.marketingprofs.com/ea
Earlier this week, I chatted via e-mail with a student in South Africa about a question he raised connected to the economy and the ways a certain group of people spends money.
Here’s what he had to say by way of a testimonial:
“I’m an Honours student from South Africa and contacted Gary Bloomer for assistance with my research paper on the topic of the recession and its affects on consumers. Gary was quick to respond and his answers allowed me to look at my problem in a totally new light. Gary gave me clarification and indepth insight to the topics raised, which can’t be found on the Internet. This has assisted me greatly.”
—Darren S., South Africa
Now in full disclosure,—yes—I asked Darren if he’d consider giving me a testimonial. He considered it and he agreed. But what you’ve just read are his words, not mine.
Darren could have just said “Gary helped me”. Or, “Bloomer did an OK job”, or something along those lines. But he didn’t. He gave you specific examples. He told you what I’d done to help him. And he gave me the thing that far too few marketing people ask for: social proof.
Too many people believe—mistakenly—that asking for a testimonial is somehow WRONG. We’re simply not conditioned to programmed to ASK for, what is in essence, praise.
But the thing is, if you’re only just beginning to build any kind of online credibility, how often do people WILLINGLY give you a testimonial?
So, don’t be shy. Step up and ASK for things. The worst that can happen is that the person you’re asking will ignore your request, or politely decline.
But sometimes, if you’re willing to stick your neck out just a little bit, sometimes, you win. And when you win this way–by being brave, you move just that little bit farther outside your existing comfort zone.
Darren, thank you. And as I said in my last e-mail, the offer of help stands.
Thanks for reading.
