Testament to Testimonials
Testimonials are an incredibly helpful part of the success of any business. Testimonials are written (or otherwise recorded) statements that help support your business credibility and level of expertise.
They also help in building reputation by expressing the trust that other people have in you and your business. They are a wonderful tool that helps you to attract a deeper interest from perspective clients and/or existing clients and will ultimately make you and your business increasingly more successful.
Why bother with them?
When it comes to all businesses (large and small), the success of the business depends heavily on word of mouth. Are you more likely to believe someone boasting that they are great, or 3-4 other people saying this person is great? Humans are social creatures, we tend to put faith in things if we see they already have an established past of other people supporting them, rather than trying a risk on an unknown.
Who should write one?
It doesn’t strictly need to come from a customer or someone that has directly used services of yours necessarily. Testimonials can (and likely should) come from several diverse sources:
- People that you have worked for the past
- Other businesses that you have worked alongside in joint projects
- Personal ones from people that have known you professionally for long periods
- Ones that you have just met that you gave a strong impression to
And others that could provide credible recommendations of you and your work.
Make sure they are sincere.
Testimonials can backfire badly however, if they come across as insincere. If possible, try to verify that the testimonial that you have received from your someone you know was written by them and if they meant what was written. If they start praising aspects of you or your business that they haven’t witnessed first hand then be cautious of using these ones as others could start calling this out.
Should I have Written or Video?
Obviously, the best thing would be if you are able to obtain both written and video testimonials. But if you only have space or the inclination to use one then make sure you choose the one that would work best for you. Both media are effective and work in similar but separate ways.
Video testimonials touches people visually and emotionally much more than written ones do and can provide the viewer with more engaging content. The downside is that they are also much longer to view and most require sound, so they are far more likely to be skipped over entirely.
Written testimonials are usually short and focus on only one or two areas of the writer’s experience rather than the whole. Due to them being much easier to produce, they are also less credible as one person has the potential to write multiple. However due to being easy to produce, written ones can come from a wider range of sources and are usually far more plentiful. They are also effective if there are specific areas that you wish for people to focus on and highlight.