Why Every Copywriter Needs Great Testimonials? And How To Get Them Quickly
8349
Writing & Speaking > Copywriting
Mar 1, 2007
Chris Marlow
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?
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?
Article Source: http://www.articlerich.com
Award-winning copywriter Chris Marlow publishes a free newsletter for freelancers who want to build a successful business. Visit: FreelancersBusinessBulletin
Write a Review
Add to My Favorite
Refer it to Friend
Report Article
Other links owned by this user
Recently a named Chris asked me what she should do when a direct marketing campaign fails. ?How do you bounce back in your freelance business after a client royally screws up a DM campaign?" The short answer is that no
Category:
Many years ago when I first began freelancing, I struggled over what to name my copywriting business. The first name for my one-man shop was Chris Marlow and Associates. Although there were no associates, I imagined it made me look
Category:
Where The Money Is: For freelancers who are primarily interested in earning a very high income, it?s smart to look to industries that mail very large quantities. Industries that mail very large quantities can do so only if they have a very
Category:
This is valuable content from my free online newsletter, the FREELANCER'S BUSINESS BULLETIN. In the April 2004 issue I shared with my subscribers the secret to getting at least 50% of your freelance fee up front, plus a whole host of other important
Category:
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
Category:
There's a lot of overtly self-servng marketng takng place n the "new copywrter's space" of the Internet, and I don't want to add to that. So permt me to gve you my very consdered perspectve on the queston "Can I transton
Category:
There are two financially ruinous negotiating tactics often made by beginning copywriters. An example of financially ruinous negotiating tactic #1 comes from a successful book author who is adding copywriting to his writing skill set.
Category:
Come down on price on this one and there'll be more work to come." This come-on is a favorite of potential new clients who either have no money, or are justifiably trying to keep costs down. Either way it doesn't matter to
Category:
Freelancers who are trying to build their portfolios occasionally asked me, "What can I do with good work that was never used?" The good news is, you should use it in your portfolio, if it's work you're proud of. Marketing professionals
Category:
I want to share with you the solution to a marketing problem recently expressed by three of my coaching students...and that is how to create a powerful online newsletter (ezine) for cultivating quality clients. I realize this is not the
Category:
I was recently approached by a copywriter who was confused about proper use of copyright. He explained that client had hired him for work, n canceled job part way through, paying him for work done to date. Perhaps because
Category:
I want to share with you the two most porful marketing methods I've found for the copywriter. And they are (drum roll please)...direct mail and... networking! In my coaching program I have my students go through an intensive 24-session
Category:
How disciplined are you? If you?re like most cers, you love the ?time freedom? of your lifestyle. No more punching a time clock or being chained to a desk. No more ?hanging up quickly? when the boss walks by. As a
Category:
Over the years, I?ve had several copywriters ask me how important it is to have an "agency quality" website. My answer is always the same: it?s very important if you are prospecting other than locally. When you prospect locally, the
Category:
Other links at Writing & Speaking > Copywriting
Many Internet marketers do not realise how vital the headlines in their websites are. A mere headline is proven to help increase sales and boost conversion rates. Find out how to use and test your headlines to perform at its optimum.
Category:
The market is changing and there is now more competition among copywriters, but you can be out front with these powerful marketing tools.
Category:
A unique sales letter has many benefits, but unique keyword content and increasing targeted traffic, to your website, are just two of them. Once traffic arrives, a great sales letter should do its job, but where do you start? Below is a system for buildin
Category:
If you've been a freelance professional serving corporate clients, you know what the big obstacles to success are, but do you know the solutions? Freelancer's Coach Chris Marlow offers help...
Category:
Promotion of a website is vital to its success. But not all promotional methods are created equally. According to many online authorities, and successful Internet entrepreneurs, the best way to promote your website, and get highly targeted traffic is by u
Category:
Site Sponsor
Directory Statistics
Articles: 68252
Categories: 501
Yahoo Entertainment
