Why Every Copywriter Needs Great Testimonials... And How To Get
Them Quickly
A beginning copywriter recently asked the question, "How can my
client quickly generate testimonials?" The answer is the same
for her client as it is for us: You must develop them! I must
confess that in my own copywriting business I was lazy in this
department and had to scramble once I decided to correct my
negligence. It's a fact that every couple of months about 10
percent of your business contacts change jobs, get promoted,
quit work, or otherwise leave their positions. When that
happens, your chance for getting a glowing testimonial from a
happy client is gone forever! So listen up...here are the
secrets to painlessly growing your testimonial list: KEEP A
TUNED EAR Whenever a client compliments your work, ask
immediately if you can use the statement as a testimonial. If
it's verbal, write it down and send it to the client right away
for changes or approval. Oftentimes a client will compliment you
in an email. That's even better. All you do is reply, and ask if
you can use the written statement as a testimonial. CULTIVATE
TESTIMONIALS If you did a great job for a client, they know it
and you know it, ask for a testimonial. If you're on the phone,
listen for a slight hesitation. If you discern some reluctance,
it's probably not that your client doesn't want to write you a
testimonial, but that there's something in the way. I suspect
the number one reason for reluctance is that you've just given
your client a "job" to do. Now he has to think and spend time on
your behalf, and it doesn't benefit him in any way. Another
"objection" is that he may be intimidated. Many people are poor
spellers or insecure about their writing ability in general. And
now they're being asked to write something for a professional
writer! You can blast past both barriers by offering to write
the testimonial yourself. My approach is always something like
this: "If you'd rather I write it and you edit, I can do that.
I'll write it as close as possible to what you just said. All
you have to do is approve it or make any changes." I've never
had a client say no to this suggestion. And often I've been able
to tell that they were relieved that I assumed the burden. REACH
INTO THE PAST If you're just starting out in your freelance life
and you don't have any testimonials, don't despair. Unless you
were born yesterday, you DO have testimonials... they just
haven't been written yet. Clients value more than a successful
job. They value professionalism. They care very much about
deadlines. They want to know they're working with a human being
who's easy to work with, not some stuffed shirt with a big ego.
Undoubtedly you've found favor in the eyes of those you've
worked with in the past. Ask these people for testimonials! They
can be past employers, friends you've done work for, even
relatives (although it doesn't look so good if they have the
same last name). So think. Who have you helped in the past? Ask
them for a testimonial...and if they hesitate, offer to write it
for them. THE LEGAL SIDE Whenever you get a testimonial, you
should also get a signed and dated Testimonial Release. You'll
easily find forms on the Internet.
What you want is permission to use the testimonial in any or all
of your marketing, and protection against lawsuit for using the
testimonial. You might wonder if a client's permission, recorded
in an email thread, will suffice. My guess is that the law would
be on your side, but why take the chance? Although I've never
heard of a copywriter being sued for testimonial use,
copywriters are at risk for lawsuits. A FINAL NOTE: Testimonials
are worthless unless they carry a full name (no initials!), a
company name, and a location. You also want to publish your
client's title as well. Testimonials are about credibility. If
you don't supply the details, what's the point?