There are always challenges that stand in the way of getting testimonials that help in getting publicity for an organization. Testimonials are extremely effective PR tools. The reason they work is that while a business can always claim how great it is , it seems more authentic when people who have used its products and services talk positively about it. Businesses use testimonials on their site for impact. They add strength to any news release, brochure, or media kit.

What makes a testimonial compelling?

A testimonial works really well when it is accompanied by a happy customer’s name and an identifier like a city or the organization they work at. The customer’s occupation provides added credibility and helps whoever is reading the testimonial to decide on the relevance of the praise to their own purposes. For instance, if an organization sells anti-dozing devices, then a testimonial from the president of the American Truckers Association would positively impact the reputation of the organization. The tone of the testimonial can be congratulatory or fervent. Using an unenthusiastic ‘good’ can be dragging. Specific testimonials are also very helpful. Given below are tips on getting pertinent praise from customers.

Feedback forms

This may seem like a traditional strategy but it is an effective one. Clients and customers can be provided with postage-paid postcards which they can mail back with comments. At seminars or webinars, participants can also be asked to fill out evaluation forms before they leave or log out. If the aim is to get quotable material, then how the questions are worded will make an enormous difference. Rating scales like, ‘poor-good-excellent’ or ‘1-10’ should be avoided in favor of evocative questions like, ‘How would you characterize the service?’ or ‘ Why would you recommend the business?’

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Facts that carry the weight of testimonials

Certain testimonials carry the power of testimonials. They may not include specific words of praise but they can be used in news releases and media kits. Media mentions and wards that have been won by a business can always be highlighted. Nothing should be taken for granted. It never goes well when a business assumes that a customer is satisfied. If a person declines to write a testimonial, there should be no negative reactions and nobody should be forced to write testimonials. User comments posted on amazon have a tremendous influence on shoppers and  they should not be taken lightly. The products or services offered by a business should be such that people would offer testimonials on their own in a spirit of helpfulness. Customers can be offered incentives to give testimonials but then it might seem that the testimonials come from a sense of self-interest. If a product meets the needs of customers and is unique in its own way, people will talk about it, even if they are not reminded to do so.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian’s Contributions on PR News Online
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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.