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Testimonials That Get Results

The question, "How do I write a good testimonial?" has bothered me for a long time.  Given I had to write one recently, I thought I'd share what I learned in a quick-and-dirty post on the topic of testimonials.

The question has turned out to be a hairball of related questions.  What exactly is a testimonial?  What's a good one look like?  How can I help folks write a good testimonial for me? 

The information I've had to digest could fill a book. To that end, I decided to write this post in a book format:

If you find value in this post, I hope you will write a testimonial for me! ("Add New Comment" at the bottom of this page.)



Why Write a Testimonial?

I recently finished teaching a class in business for fourth year students.  With four or more years of academia now behind them, my former students are faced with the challenge of answering the question, "Now what?" 

The lucky ones are taking some time to travel before they ease into a career.  Some have roles in a family businesses or are proceeding to graduate programs, so their course of action is obvious.  A handful plan to start their own businesses.  Most, however, are hitting the streets with diploma in hand looking for a job in a tough job market.

Standing Out in the Crowd

While most wouldn't call themselves salespeople, my students are are now selling their services into an employment role.  They will need every edge they can get. 

A disproportionately large percentage of my class asked for a letter of recommendation or testimonial letters this year. What a great way to stand out! 

If you were hiring, who would you rank higher: 

  • Candidate "A" with the grades and the motivation
  • Candidate "B" with the grades, the motivation and 5 sincere letters of recommendation from respectable people who cite specific examples of how this candidate helped them? 

Given that I wanted to help these students, I felt I should go to the effort of making that help effective... and at the same time, maybe help you.  



What is a Testimonial?

To paraphrase Wikipedia,  A testimonial or endorsement is a written or spoken statement that sings praise of a product or service. Roger's online thesaurus goes on to call it a tribute, a confirmation of character, a personal or professional recommendation, a corroboration and a validation. It's a statement attesting to personal qualifications, character, and dependability. It's a formal token of appreciation and admiration for a person's high achievements.



Who Should Write a Testimonial?

Employers can write testimonials for employees.  Businesses can write testimonials for clients, suppliers or contractors.  Professors can write testimonials for students. But who should do the actual writing?

Let's say I come to you asking for a testimonial.  You're busy.  You want to help, but you don't know the context of where I'm going to use the testimonial, what I want to emphasize and maybe you even forgot what it was that I did for you!  Of course, I didn't go to the trouble of thinking through my objectives.  Even if I did, I didn't tell you. Sound familiar?

So, you either write something quickly or you ignore me.

Result?  A lame testimonial or no testimonial at all!

Who is the best person to write a testimonial for you?  As awkward as this might sound, you are.

I find it works best when I speak to the person I'd like a testiomonial from and ask if they are open to providing one for me.  If the answer is "yes", I then offer to email some background on what I'd like to accomplish with the testimonial and I always include a couple of examples they might either use verbatum or customize in their own words. 

Result?  A perfect testimonial every time! 



When is a Testimonial Appropriate?

A testimonial is relevant wherever there is an arm's-length, professional relationship.  It depends on the circumstances, but I can't see endorsing family. Who would give their own kid a bad testimonial?

A testimonial has to be earned and it has to be honest.  After all, it will directly reflect back on the writer's reputation.  How would you feel about me if the person I lauded praises upon in a letter of recommendation didn't work out as your employee?

Thankfully, I've not been asked for a testimonial reference by a lackluster student or a supplier that didn't cut it.  What if it happens?

This is an interesting and topical question.  What do I do when my financial planner calls asking me for a glowing testimonial?  (Note:  I'm only down 17% YTD on my portfolio this past year.  She tells me that's a great return!) 

If you're a financial planner and can send me letters from 5 of your clients for whom you did better, those testimonials might well win you my business!

 

Formula for a Winning Testimonial

Here are the key elements of a testimonial:

  • I am like you.
  • I had a problem like you.  I wanted to achieve the same benefits you do.
  • Like you, I was concerned about what I should do.  I didn't know who to go to for help.
  • I found the help I needed with <product or service>.  It provided me with the benefits I was looking for.  Just like it will do for you!
  • Here's how you can contact me if you'd like to


10 Hints and Tips for Writing Winning Testimonials 

  1. Make it believable. "Since Donna has been my broker, I have seen a 22% increase in the value of my portfolio while most of my friends lost 22% over the same period"
  2. Be specific about the person's attributes or accomplishments."Bill is a fantastic plumber.  He fixed my leaky sink within 2 hours of my placing the call.  He was polite, did great work, his price was less that the other 2 plumbers I spoke to and he even took his shoes off at the door to save my white carpet"
  3. Consider risk.  The person who reads the testimonial wants to reduce their risk. "I heard horror stories about people who were fleeced by their roofer.  I didn't want to get fleeced.  John did excellent work.  He will for you, too" 
  4. What happened that made you want to write the testimonial?  "My roof was leaking badly.  I hired John to fix it.  He did a great job for a great price in record time."
  5. Point out any special circumstances. "Jane was on her way home at 5pm on a Friday when I needed a quick answer.  She stayed 4 hours and missed dinner to help me."
  6. What benefit could it bring to the person who reads the testimonial?  "If you are interested in a reliable new car at a great price, Simon is the person to call."
  7. If money or time is involved, make sure you mention it. "I hired Linda to do my accounting.  She helped me with an audit, saved me $50,000 and hundreds of hours of time..."
  8. Focus on a single idea.  Are you writing a testimonial about the business (e.g. ABC Dry Cleaning) or a person (Rebecca at ABC Dry Cleaning.)
  9. Include your name and a way to contact you.  
  10. Make it emotional.  "I couldn't believe it.  George said he could sell, but he didn't write on his resume that he was a selling machine!  He sold more cars (27) in January than any other salesperson in the history of Bayshore Auto."


How to Write a Testimonial Letter

A testimonial letter, or letter of recommendation, is something substantial that the recipient will likely want to show off to others, so it is worth an your time to make sure it reflects well on you:

  • use your best letterhead paper
  • date the letter
  • use a subject line with a relevant title (e.g. Reference for John Smith Roofing)
  • make it personal using the hints and tips in this post
  • check for spelling and grammar
  • sign with a nice pen, as it may be scanned or faxed
This letter is something the recipient will be proud to show to others.  It could well end up on the wall in their office or reception area.  Since I work out of a home office, the testimonial letters I have received from happy clients are stored in a 3-ring binder that I take with me as potential leverage when I'm looking to close a deal.  I have heard of people who scan their written testimonials and post them on their websites so aim to make sure that the print and your signature are legible.

How to Write an Online Testimonial

Technology has most definitely provided a lot more ways to offer testimonials.  It's now very common for people who benefit from a blog post to leave a brief note of feedback.  (I hope you will do so by using the "add comment" field below!)  Business-oriented social networks such as LinkedIn or Ecademy encourage their users to provide testimonials.

An online testimonial can't grace an office wall, but like a letter, it does reflect strongly back on you.

  • keep it short.  LinkedIn, for example, only allows you 200 words
  • craft your professional recommendation in a word processor so you can make sure that it is the right size and that it is free of spelling and grammar mistakes
  • make it impactful for the recipient. If the person is a manager, focus the testimoinial on their management skills, if in customer service, focus on the exceptional way in which the person managed your account, etc.
  • use a subject line with a relevant title (e.g. Reference for John Smith Roofing)
  • make it personal using the formula (above)
I have provided a lot of testimonials on LinkedIn. A surprising number of people have contacted me to follow-up and ask more about the person's character. Be prepared for this!

Reciprocal Testimonials

If you have earned a testimonial from me, it seems fair to assume that I have also earned one from you. Why not "trade" endorsements? 

I find this process the most rewarding of all.  It makes me not only think about what you've done for me, but what I have done for you and how we have mutually prospered.  It also leads to the question of what we might do for one another in the next months or years.  



How Did You Get So Many Testimonials?

I am very fortunate to have a big 3-ring binder that is overflowing with testimonials.  It's in my desk drawer where I can get at it quickly.  I pull it out if I'm having a bad day and am in need of a pat on the back, and I bring it with me to client meetings where it might help to seal a deal.  Since LinkedIn is where I share professional accomplishments online, it's the other place I use to showcase positive feedback on my work.

How did I get so many?  The short answer is, "I earned them." 

As well:

  • I ask for a testimonial in partial payment for the work I do. As a management consultant, my compensation usually comes from a retainer, equity, and performance incentives.  If the performance targets are met or exceeded, a testimonial is earned 
  • Using the techniques outlined above, I make it easy for happy clients to write testimonials for me
  • I've been asking happy clients, employers and people I do business with for testimonials since I left university.  They add up over time!



Thanks... and More Information

Some of the content for this post comes from my professional experience.  I also found a lot of great information through research.  Here are some folks I'd like to thank for their perspectives and links to their posts where you can dig deeper into the topic:

How to Get and Write a Testimonial Letter That'll Increase the Pulling Power of Any Copy, by Brian Keith Voiles 

Get Trust-Building Testimonials for Your Consulting Firm, by Jay Lipe

How to Write a Damn Good Testimonial, by John Carlton

Using Testimonials for Maximum Effect, by Michael Masterson How to Write a Customer Testimonial a video by John Grayden

How to write a great testimonial (using TEASE) on ReviewScale Blog.

Letters of Recommendation: Reference Letter Samples and How to Request Recommendation Letters, by Alison Doyle

Give Me 10 Minutes, and I'll Teach you How to Write a Killer Testimonial, by Jenny Meadows

Small Business Marketing - How to Write a Great Testimonial,by  

How to Effectively Use Testimonials, by Derek Gehl 

How to Write an Online Testimonial, by Janet Ford

3 Keys to Effective LinkedIn Endorsements, by Krishna De

Writing a LinkedIn Endorsement, by Nabil Hijazi