5 Benefits of collecting Testimonial Letters
Feb 12th, 2009 by Vikram Rajan
We were discussing the “BENEFITS OF ASKING FOR (AND COLLECTING) TESTIMONIAL LETTERS” at a Rainmakers Roundtable we were doing at a law firm earlier this week:
1) Obviously, to show potential clients (prospects).
2) Also, to show your other partners and associates (to set an example).
3) To make your other marketing materials (e.g., websites) more credible and relevant.
4) To segue into asking for referrals.
5) As your client writes the Testimonial Letter they are branding the positive experience they had with you (they are more apt to remember and thus recommend you).
It is best that they write the Testimonial Letter, and not just sign off on it. But you can give your clients ideas: Instead of a simple “praise letter” that basically says “you did a great job, thanks”… Ask your clients to be as specific as possible, without revealing private information, for example:
“In one or two sentences, can you describe the situation you were in?” (adversity/aspiration/problem)
“In one or two sentences, can you describe what we did to help you?” (advice/action/solution)
“In one or two sentences, can you describe how what we did helped?” (achievement/advantage/benefit)
This simple template for an anecdote thus makes the Testimonial Letter more substantive.
