In last week’s BodyworkBiz Marketing Tips newsletter we talked at great length about the importance of testimonials and dissected them to figure out what makes a good one and what makes for a bad one. Now let’s look at the next logical question…
How do we get them?
The simple answer is: You ask for them.
But it involves more than simply asking your client, “Can you give me a testimonial?”
If you do that you are likely to get lots of well-meaning, but mediocre testimonials. So let me give you two ways to get really great testimonials that are going to work effectively as selling tools for your massage services:
1. The question series
To get the type of information you need for a compelling testimonial, you have to solicit it. So try writing out a series of questions, like a survey for your client. After your clients’ massage is over, tell them you are collecting testimonials and ask if they have a few minutes to fill out a short survey.
Here is a list of questions one reader has used to get some good information from his client…
- How do you typically feel when you need a massage?
- How do you feel after getting one?
- What do you like best about Bob’s massages?
- How would you describe Bob’s personality or general demeanor?
- What would you tell someone hesitant to try a massage with Bob either because they don’t know him, haven’t had a massage before or haven’t had a massage by a male therapist?
- Any other comments?
Notice these are all open ended questions that work to elicit the kinds of information that you want to see in a testimonial.
Now this isn’t the end of the process. Ask the client if it’s okay for you to edit their comments and use their full name (and preferably other details like their occupation and the city where they live). Let them know that they’ll have an opportunity to edit or veto the final version.
Then take it away. Format the answers they gave you in a way that meets the criteria we outlined in the last email and voila! A glowing testimonial fit for a king (or queen).
2. The interview
I like this one even more than the question series. It’s essentially the same process, except instead of having them write down their responses, interview them to get their spoken responses.
I like this a lot because it’s easier for the client to do, the dialogue sounds much more natural than something they try to “compose” and I can ask additional questions to clarify what they are saying and to get the exact information I need.
You can jot down notes as they speak. However, I prefer to tape the conversation.
Like the written responses, I’ll go away and craft a testimonial from the raw material and get the client to approve it before publishing.
With both of these techniques, you can email your client the testimonial for approval or editing. In the email, also ask them to print up the final result, sign it for you or let them know you’ll have a printed copy for them to sign the next time they come in. If they are a business person, ask them to print their comments on their letterhead. Of course, you will thank them profusely and perhaps even find a way to reward them for their efforts.
Does this take some effort? Yes, it does. But those kinds of powerful testimonials are worth their weight in gold and can be used over and over again for years. It’s well worth the work involved.
Start asking your clients for testimonials and use one of the methods above to get the perfect one. Then use them everywhere. And not just in ads or brochures. Have a binder in your waiting area with a collection of testimonials. Or even frame them and post them inside your treatment rooms. Don’t hide these jewels.
All the best,
Eric Brown, Director
PS The Web Marketing MBA videos are coming off the site this Sunday. If you want to look over my shoulder as I lead you step-by-step through ten of the most important web marketing tasks you can do today to help your business pick them up now. They are regularly $500, but the price has been slashed to just $79 as a fond farewell (and you’ll get another cool bonus). Once purchased, you’ll have a full year to view them online. Go here for details: