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People trust an impartial, third-party opinion far more than anything you have to say about what you do.
If at all possible, get some of your better customers to agree some testimonial text. You can even offer to write it for them – this will save them work and, more crucially, make sure the testimonial is what you want.
Left to his or her own devices, a client will sometimes ramble on vaguely about what a nice person you are:
Tom has been a great supplier for a few years now and I rely on him for all of my paperclip supplies.
If the message you are actually trying to get across is about cost saving and speed then you need to take your client in hand and offer this for approval:
ACME has saved us thousands of pounds on stationery over the last five years and we know that orders will arrive as specified and on time.
A Jones, Office Manager, ACME
Sometimes it can be hard to arrange an attributed testimonial like this, especially if a contract is sensitive or confidential. In that case, you can resort to an anonymous version based on something that A Jones once put in an email to you:
"Thanks again, as always, for a great price and a fast turnaround on this order."
Office Manager, North-West based insurance company
If all else fails, you can write fantasy testimonials as callouts. In this case you are simply writing what someone might say about your company and these can be surprisingly effective. |
