How to turn positive feedback into effective testimonials?

There are lots of ways to do this.

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But the best way is video. Have them record a video of themselves. They don't have to give their full name, but it's preferred. As much detail as possible.

First, contact them. Get on the phone with them and thank them. Tell them how much you appreciated their kind words.

Then ask them nicely if they would be willing to do a video for you.

No production value. Nothing "sexy." Or anywhere near professional. Bad lighting is fine. You want a raw testimony.

Send them a Kodak ZI-8 digital camcorder with a mic and a small tripod and some money to send it back. It will cost about $150 bucks if you re-use.

(Now, some of my Clients teach people how to send or upload the video and they have their customers keep the camcorder as a small gift. You can do that too, but then it seems like a bribe which doesn't have the same integrity. But it is less work/effort because they don't have to go through the hassle of sending it back.)

Given them specific instructions what you're looking for--BUT IN THEIR OWN WORDS. Do not put words into their mouth.

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Now, if they say no, because they are camera shy, not photogenic or whatever, you ask what they would be willing to do. And in this case it could be an audio or a handwritten letter (not an email). And you work it out.

Those are effective too. But not as.

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But one of the keys is specificity. If it's a business opportunity, numbers and details matter a lot. If it's in the health market, before and after photos and signs of relief or health progress make a huge difference.

You're looking for demonstrable, proven results.

The last thing, the most important thing is, is the testimony believable? That's what you are trying to convey.

That's done through personal experience, detail and emotion.

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Another way you can go about it, is to hire someone to interview these folks via telephone and record. You can go deep and have so much fun. Don't do it yourself, because it will look contrived. Have someone else do the interviewing. Then you can either post up the audio or get it transcribed and edit.

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I hope this gives you a few ideas.

- Rick Duris