Testimonials for Search Engine Optimization

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Testimonials for Search Engine Optimization
Like many aspects of running your coaching business, getting valuable testimonials is part art, part science. The science is in how to make the request. The art is in working with your clients to craft a useable testimonial.

Time and Space = Valuable Real Estate

When I first began my business, I felt lucky to get any kind of testimonial. As I began to market products and workshops, I realized that text space and the prospects time are limited commodities. In marketing, streamlined language is essential.

Why is less more in marketing? Because as consumers, our attention span is short and many marketing messages are coming at us all the time. The only exception to the less is more rule in marketing is the "slippery slope" - those long sales pages for products. (That's for another ezine.) For a testimonial to compel a prospect to buy, the prospect must:

1. Want to read it.

2. Believe the author is a real person.

3. See themselves in the author - the same challenges, the same goals.

4. See the concrete results the author received from your product or service.

Read This!

It's a scientific fact that most people read only 10% of what's before them, so as marketers we must make it compelling to read what we put before our prospects. That means:

- Short paragraphs.

- Text stacks of 5 lines or less.

- Word-smithed sentences with imperative language.

- Get to the most important points quickly.

- Appropriate grammar and punctuation.

Believe Me!

Prospects will believe your testimonial is from a real person if you:

- Show a picture of the author next to the testimonial.

- Have the author's name and either state, company name or title at the end.

- Have an audio version along with a short written version.

Relate to This!

You know what your prospects biggest challenges and goals are. Ask your clients to speak to those in their testimonial. It won't be a stretch for them.

Buy Me!

To buy your services, your prospects must see that your product or service will bring them the results they want. Make sure that your clients speak to quantified and qualified actual and specific outcomes they have gained through your product or service.

From Average to Awesome

While it feels great to receive a testimonial like the first one below, for the most part, it isn't useable in marketing for three reasons:

The length and stacked text are not inviting (so won't likely be read). It focuses on coaching skills and the quality of our relationship rather than significant, concrete and specific results gained from my services. Abstract language, while poetically pleasing, leaves the prospect wanting something they can wrap their arms around - tangible evidence. Giving my clients no direction or specific requests, this is the kind of testimonials I used to get, loaded with abstract concepts and vague results.

I hired Rhonda Hess as my coach because I wanted her to help me create my own coaching business and get beyond my self-imposed limits. I had no idea she would be instrumental in helping me find myself. Because of her belief and commitment in me, I am now living the life of the person I always dreamed I could be. Bigger than I thought I could be. Through her listening, questioning and insights, she allowed me to see and to bring to life character traits in myself that I now use to make a difference in the world, which is what really matters to me. She has a gift in her ability to get beyond surface issues and asks questions which move you above and beyond where even you thought you could go. Every time a session ended, I would hang up the phone and be amazed at what had transpired (in me) in less than an hour. She is very spiritual, connected to the workings of the universe, honest, caring and generous. I couldn't have found a more valuable coach.

Now, I ask for and receive short, powerful testimonials that tell a story. Every sentence could stand on it's own and have impact.

With Rhonda as my thinking partner, my practice shifted from floundering to full in 4 months. Instead of trying to find and convince prospects, they come find me with intention to engage my services! Because I value myself and my services now, I set my business up for success so that nearly every sample session I give brings me a new ideal client.

- Joan Crouch, The Artful Coach

Ask and You Shall Receive

To receive an effective testimonial from a client requires proactively asking and crafting it.

1. As you work with clients, keep a running list of their specific accomplishments and any positive feedback they give you.

2. When you're ready to ask for the testimonial, ask verbally, then follow with guidelines by email. Include:

- Suggested length: 3 to 5 sentences, 75 words or less.

- A request for specific measurable achievement/breakthroughs.

- Your list of their accomplishments and positive feedback as examples of ones they might include.

- A couple examples of testimonials that fit your guidelines.

- Suggestion to use "I" language rather than "you".

- Suggestion for varied sentence structure.

- A time frame to get it back to you (2 weeks is reasonable).

- Their permission for you to slightly edit the testimonial.

- Their permission to include their name, etc.

- A small headshot in jpeg for Internet, tif for print (optional).

- Instructions for an audio version (optional).

3. When you get their testimonial, give them a call to thank them personally.

4. Edit, if necessary, with an intention to preserve their meaning and most of their words. Sometimes, unbidden, a client will send you an email that is the seed of a great testimonial. Ask them if you can use that for marketing purposes.

List at least three testimonials but no more than ten. If you're just getting started and don't have paying clients yet, get testimonials from individuals who have experienced your skills. If you're marketing a product, give away a few to get the first testimonials.

Always have testimonials that highlight different benefits. Swap them out for new ones from time to time. Never use a testimonial that doesn't make your services or product look valuable.

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Autoresponders - Secrets Revealed

Autoresponders, how useful are they? Autoresponders can be your helping hand and an ultimate time-saver. They can help you to get in touch and to stay in touch with your customers, and ultimately, build your business. But how can you use them in your business, what are the types and what should you consider when you are in a market for an autoresponder?

What is an Autoresponder?

Let's first define what this automated marvel is first? An autoresponder is an automated e-mail marketing software or service that can help you manage your newsletter and mailing list. An autoresponder has also been known as an "automatic responder system".

Example of Uses

When would be the best time to begin utilizing an autoresponder? For most, it is when your business is beginning to pick up momentum, and you are feeling the strain and stress of answering the same questions from customers over and over again or you have a newsletter or list that is growing faster than you can keep up with.

For ecommerce sites, an autoresponder should be considered from the beginning. Why? It can be one of the most helpful aids to getting specific information to your customers. Such as: when specials hit your site, requested information about your company, requested information about your products or services, and requested pricing lists, just to name a few.

When you have a fledging business, you usually will have time on your hands. But once your business starts growing you will soon see your time dwindling. This is when an autoresponder can help you to answer the questions that need to be answered, as well as, give you the additional follow-up support your customers need and want, while keeping your focus on your business and your customers.

Types Of Autoresponders

There are different types of autoresponders, offering different capabilities and options.

Limited capability autoresponders: Some autoresponders only allow for a single pre-programmed message that the sender can download - with the capability of retaining the senders email address. This type of service, more times than not, are offered through your web server, if at all.

Full-Capabilities autoresponders can offer limited broadcasting or unlimited broadcasting and can be packaged either as a stand-alone software program or an online-based software program.

Choosing the Right Autoresponder

When choosing an online autoresponder you should consider:

1) Your needs and your money supply.

2) The type of contact you will need. Are you going to be contacting your customers on a continuous basis? If so, then unlimited broadcasting may be your best option. However, if you know that you will be contacting your customers on a minimal basis, than check out the limited broadcasting services, you may save yourself some money.

3) Double-opt-in capabilities. With double-opt-in capabilities you will eliminate the calls of spamming by your list. And, may I just add, that if you do an overkill with contacting your list - don't be surprised if your list soon begins to dwindle to nothing.

However, if you are short on money you can go with a free web-based service. You can go either with a straight free web-based service or a program that offers a free service with an opportunity to upgrade to pro-- both are great options when you are a fledging business. But be aware that with the free service, you will have to allow their ads to be shown to your list. Several examples of autoresponders are GetResponse, which offers both a free and a pro version (no ads) while Free Autobot is a free service with ads.

If you choose to go with the stand-alone software program, be aware of the software's limitation and your e-mail server's limitations/rules. For example, some e-mail servers will allow only a certain amount of emails to be sent through their systems at one time or per day. Thus, make sure the software meets your needs and your server's requirements.

As you can see, there are autoresponders that can fit every person's needs, wants and pocketbook. Thus, if you are feeling the strain of success, or just wanting a break from the necessary grunt work for running your online business, look to autoresponders to help automate your business.




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