If you’re looking for an easy way to build trust and confidence in your marketing, testimonials will be your tool of choice.
But don’t make the mistake of assuming that just any words from a client will do.
Effective testimonials don’t just tell the prospective client what you have done for other people, but gets them in the mindset of considering how you can solve their problems.
If you’re looking for properties to invest in, then you want to feature sellers you have helped out of binds.
If you’re looking for tenants to rent properties you own, then you want to feature great tenants who love their space.
To identify a good testimonial there are four essential elements to look for.
Is it loaded with specific benefits?
“YaDa YaDa Real Estate Investments is great!” might stroke your ego, but is as close to meaningless as you can get in terms of testimonial effectiveness. Your prospects don’t want to hear that you are great, they want to know why you are great. There’s a huge difference.
Great is generic. It doesn’t tell what you do or how you helped improve their lives. If fails to differentiate and tell your prospective customers what you can actually do for them.
The benefits of what you offer should be the core of the testimonial.
If benefits are vague and unspecific, it likely shouldn’t be a marketing piece.
Does it substantiate your claims?
You no doubt make promises, either implied or outright, in your marketing. You’ll want to show these promises being kept in the testimonials you use. Use actual facts and figures wherever possible.
How much time did they save by using your service? How much money did they make? How did it solve their problems or improve their lives?
Whatever promises you make in your marketing, should be shown as being met through your testimonials.
Have you used relatable, relevant clients?
You want potential clients to see that you helped someone just like them. Having your testimonials come from someone with whom your target market can identify with amplifies trust and confidence.
Get testimonials from the clients who most fit your target market and you’ll soon be attracting more just like them.
Are They Real?
Anonymous is really not an option. A testimonial that can’t be traced to a real person will be suspect, at least subconsciously.
Accompany each testimonial with the first name, last name and hometown of each testimonial-giver to show that your endorsements come from real people. In print or online always try to include a photo as well.
Bonus points if you can utilize audio and/or video testimonials for maximum effect.
By ensuring each testimonial you use in your marketing contains these four elements, you’ll go a long way to increasing the effectiveness of your marketing efforts.
