Graham McGregor 's Opinion

A weekly marketing column by Graham McGregor

Graham McGregor: The value of powerful client testimonials

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Photo / Thinkstock
Photo / Thinkstock

The principle of 'Social Proof' says that we often make buying decisions based on what other people similar to us have done. That way we reduce the risk of making a wrong decision.

Social Proof can be summed up in the unspoken question many of your potential clients have.

The question is 'Who else has purchased this product or service and what happened when they did this?'

When you can show these people PROOF that other people similar to them have purchased your product or service and enjoyed some wonderful benefits you will increase your chances of making a sale.

And that's why powerful client testimonials work so well.

They are compelling proof that investing in your product or service is a good thing to do.

Important Point:

It's far more effective in your marketing to have real clients say positive things about your products and services compared to you saying the things on your own behalf.

So rather than me saying "I have some good marketing ideas that could make you money in your business." It's more effective to have a client say the same thing.

Here's an example:

"Graham, I wanted you to know that I am delighted with the wonderful results from using two of your simple marketing concepts. When I first used these concepts I had a company that sold an expensive business service to the general managers of large hotels.

What was great about using these two ideas was that these hotel managers were now contacting me and were very keen to talk about what we offered. In the past we were always chasing them for an appointment and it was very hard work. The end result of using your ideas was over $137,000 of new business within a few short months." Doug Callander. (This is an actual testimonial from one of my clients.)

In your own business you want to collect testimonials from your best clients that include the key benefits they have enjoyed by using your product or service.

One simple way to collect some good testimonials quickly is to phone up a small number of your best clients and have a short chat on the phone.

In the phone call, ask them questions like these...

What do you like about our product or service?
What benefits have you enjoyed from using it?
Why would you recommend this service to other people?

Record the phone call (with their permission naturally) and then listen again to each call. Use this to write up exactly what they have told you. Email this written feedback to each client and ask if you can have their approval to use their comments in your marketing. (Many of your best clients will be happy to allow you do this.)

Bingo, you now have some positive client testimonials that will work well in your marketing.

Remember that the more specific your clients are in their testimonials the more effective they will be. So have testimonials include why clients chose your business over other options they had.

Have them address the big concerns that clients had initially about using your product or service. And why they decided to go ahead with what you offered and were very pleased they did.

Compelling client testimonials are an excellent way to increase sales.

I invite you to start using them in your own business.

"That some achieve great success, is proof to all that others can achieve it as well."
Abraham Lincoln

Action Exercise:

Talk to 4-5 of your best clients and get some positive feedback on what you do.

Use this positive feedback in your marketing.

(I have a short guide which explains 17 different ways to use testimonials in your marketing. Just contact me using the Herald email link at the end of this article and put '17 ways' in your subject line. I'll send you this guide with my compliments.)


Graham McGregor is a marketing consultant and the creator of the 396 page 'Unfair Business Advantage Report.' www.theunfairbusinessadvantage.com (This is free and has now been read by business owners from 27 countries.) You can email him at the link above.

Graham McGregor

A weekly marketing column by Graham McGregor

Graham has had 36 years 'hands on' experience in sales and marketing. He has sold a range of services including advertising, sales training, personal development, life insurance, IT services, investment property and business consulting services.

Read more by Graham McGregor

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