At Flying Solo LIVE! I was on a panel where we discussed the importance of ‘Making an impression’. At the end of the session, many of the questions related to client testimonials, so I figured the topic was worthy of an article.

Why are client testimonials important?

Testimonials create an enormous amount of trust because they provide proof to prospective clients that using your products and services will lead to a positive outcome. In a nutshell, they turn readers into customers.
Just starting out and don’t have any testimonials?

No problem, simply offer some discounted products and/or services to your target clients with the expressed purpose of obtaining feedback. The return on this investment will be substantial.

Why you must include adequate information about the testimonial-giver

We’ve all read client testimonials that look fabricated, and sadly, rather than creating trust, the testimonial creates distrust. To showcase authenticity include as much information about the testimonial-giver as possible, such as: full name, location, their age (if appropriate), and a website if they have one. Some testimonial-givers are also happy to supply their phone number and/or email address.

Who are the best people to write your testimonials?

Put simply, they are the people from your target market. For example, if you are selling a product to teenage boys, then the most effective and powerful client testimonials will come from other teenage boys rather than middle-aged men, mothers or teenage girls.

How to get client testimonials

No matter how much your client loves doing business with you, writing a testimonial can be a hassle. To make the process as easy as possible, here are some tips:

* Pursue a testimonial during the immediate post-sale glow, rather than a week or month down the track.
* If a client has emailed positive comments to you, reply back and ask if you can use their exact wording for a testimonial. This requires no work for you or the customer.
* If a client lavishes praise upon you in person, ask them if you can document their comments for a client testimonial. In fact, if time permits, write the testimonial in their presence so they can review it immediately. Again, very little hassle for either party.
* Write the testimonial yourself! Check out this article on what to do and how to do it.
* If you ask the client to write a testimonial, politely provide a deadline by saying something like, ‘Can I please have it by next Thursday because I’d like to use it for a promotion I have planned.’ Without a deadline, you might never receive that priceless testimonial.
* If the customer asks for guidance on what to write, encourage them to write about the most important message/s that you want to get across to prospective clients. For example, if you’re a plumber you could ask the person to include details about how you: arrived on time, solved the problem quickly, showed courtesy and professionalism, and left the place tidy.

Client testimonials are huge trust-builders that can make or break a sale, so include them in all your marketing material.

Do you think client testimonials are important or irrelevant? Has a client given you a testimonial that you’re proud of? If so, share it here.

An effective business tag line is a constant source of premium advertising that will reinforce your brand while generating sales. So what is a tag line, why should your business have one and how do you go about writing one?

What is a business tag line?

A business tag line is a short, catchy line that cleverly states the benefits of your products and services to your client. It usually appears next to or under your business name or logo. For example, Flying Solo. Loving your own company.

Why should I have a business tag line?

Clients will remember you

Everyone has a business name, but not everyone has a powerful business tag line. If you want to stand out from the crowd and leave an impression on your client, then write a sizzling tag line and incorporate it into all your promotional material.

It will sell your products or services

“ If you want to stand out from the crowd, then write a sizzling tag line and incorporate it into all your promotional material. ”

Your business name generally states who you are or what you do, but your business tag line will actually sell your business. Therefore it’s a constant and powerful form of advertising that can save you dollars while making you dollars.

Improved client perception

Clients will perceive you to be professional and established, even if you’re just starting out. Why? Because the big companies ‘just do it’ and they’re ‘lovin’ it’. A perception of professionalism and permanence will inspire trust from your clients.

How do I write a business tag line?

When I go through this process with a client, I’ll interview them and compile a few pages of information … just to come up with a few words! I do this because the more I know about their business, the more powerful and focussed the tag line will be. So given that you know everything about your business, try this suggestion for creating your business tag line.

• Brainstorm any keywords related to your business and industry. For example, if you’re an accountant you could write: money, balance, value, professionalism, reconcile, dollars, investment, tax returns. Keep writing until you’ve squeezed every last word out of your brain, even if this means that you’ve listed hundreds of words.
• Now that you have your words, ask yourself: What is the main benefit of my business/product/service for my target client? When answering this question, think also about your unique selling point and your elevator speech.
• Choose the main recurring key words that highlight the benefit of your business, and use these words to create a business tag line. A few rules though: keep your tag line to ten words or less, avoid clichés, keep it simple but not boring and finally, be clever with wording only if it doesn’t interfere with your message.

Here’s a real example. An accountant requested a tag line that advertised her professionalism and excellence, while also emphasising her genuine compassion toward her clients. Her business name includes the words ‘it all adds up’.

One tag line that I proposed was: Excellence is the standard. Kindness is the addition. The tag line is not the cleverest thing on the planet, but it’s short, simple and delivers the message with a small play on words.

Once you have a few tag line options, ensure that they haven’t already been registered or trademarked by visiting www.ipaustralia.gov.au. Then, seek feedback by showing your tag lines to current clients and family. Do they have a favourite? Do they understand your message? If people don’t like or understand your business tag lines, try again, because having an ineffective tag line can repel clients instead of attracting them!

While not easy, the creation process is meant to be fun, so if writing your tag is a drag, ask a friend for help or hire the services of a professional.

If you’d like to brag about your business tag line, or perhaps share your love of someone else’s tag line, please ‘just do it’ here!