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Getting great testimonials

John Jantsch of Duct Tape Marketing has an amazing idea:  Have a Testimonial Gathering Party:

Why not create an event around gathering testimonials. Invite your best customers for a networking social happy hour. Promote the event as a chance to network, swap stories and star in the creation of new marketing materials for your company. Give it a Hollywood theme. (This probably isn’t something you would do large scale, this is for those customers that are advocates already.)

Hire a videographer and photographer and then throughout the course of the evening, let your customers cycle through the video seat to tell their story of success with your firm. Most people enjoy being on camera once they do it and the whole group will be entertained by the event and feed off of each other’s energy. (This is something you should be doing anyway so why not do it all at one time.)

Read John’s full post here.

Ron Richards shares advice on how to get and use quotes.  Ron runs ResultsLab and is the guru of increasing response to web pages.  He’s given us great advice, and he’ll do the same for you.

There is a way to consistently get great quotes. I find the best starting point to be the same place I’d look for great strategy and compelling language in general — in-depth research interviews of your product’s “rational evangelists” — those who love your product and can articulate why.

Skillful interviews and creative work can uncover the “hot issue” and a valid argument that shows how your product helps purchasers avoid a disaster and achieve a breakthrough.

So, staying loyal to the interviews, draft some “dream quotes” to dramatize the news story. Then go back to your interviewees and say “In talking with you and others, we’re hearing:…”

If you’ve tapped your product’s greatness, they’ll say “Yes, that’s exactly how I feel.”  Ask permission to quote them, and confirm it by faxing the release and the quote to them, asking them to fax it back initialed.

The result can be compelling language. In a moment, I’ll demonstrate by creating “dream” examples that show the elements of great quotes.

Read Ron’s full article here.

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Comments

  1. Scott Townsend January 21, 2009 at 9:10 am #

    Great idea. We gather video testimonials now, but this takes the idea to a whole new level.

  2. Torley January 21, 2009 at 7:15 pm #

    Flickr is a great place to get testimonials too, linked to a larger community — mainly relevant if you’re doing photography which can relate to larger achievements. E.g., http://www.flickr.com/people/torley/ on the right-hand side.
    You can also try http://12seconds.com and http://seesmic.com for video testimonials. Anything that reduces the friction of sharing “LE BON MOT” with you, oui?

  3. Djinou Flore January 22, 2009 at 6:12 am #

    Hi Andy!
    This is Flore, writing from Cotonou/Benin/West Africa. Have been reading ur posts for a while & would like to say thanks for all the information & the ideas you put online for us. This gathering idea is really amazing.
    Im interested in ur book on Word Of Mouth Marketing.Im doing lot of reading to capture what it exactly is. I want to create a WOM Media Company here in Benin. But I don’t have any card like visas or stuff like that.
    How could u help me?
    Thx.
    Flore.

  4. John Jantsch - Duct Tape Marketing January 22, 2009 at 6:31 am #

    Thanks for the shout out on the party idea. I think this approach would also stimulate referrals and deepen the loyalty this group of customers has.
    My guess is the WOM after this type of event might just be worth making it a semi-annual event.

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