Who Else Says You're Good?

What is your opinion regarding third party testimonials? Do you place much weight on a positive testimonial that is placed on a website or brochure for example?

Testimonials get a bad rap in some quarters as any comments that are used are screened by the provider of the service so they're obviously going to be mainly positive.

If you have testimonials on your coaching services, take a close look at them. Here are some mistakes I commonly see coaches make with testimonials obtained for their coaching services:

1. They don't use them - some coaches don't believe in testimonials and consider them to be hyperbole so they don't use them at all. However, what they fail to realise is that some people do place value on what other people say so include these testimonials in your m@rketing materials.

2. They're too short - How many times have you read testimonials along the lines of...

"Janet was great! Words are not enough to say how wonderful she is."

Testimonials like this are quite frankly... pants as this say very little about you and the benefits of your coaching service. They have little chance of demonstrating the potential impact of what you offer and convincing someone to utilise you as their coach.

3. They focus on coaching - Here the common mistake is where the testimonial talks about the process that you use - in this case the process of coaching.

"John really listened to me and helped me to draw the answers from within myself. I found the long silences hard at first but then I got used to it. It was great and I'd recommend it to everyone."

Would a quote like that inspire a prospective client to utilise John as a coach? You see, people care more that you help them to get results rather than how you help them to get their results. Can you see the difference?

> Why do these problems occur?

I believe that the main reason that testimonials that are used are so ineffective is because they are obtained rather haphazardly in the first place. How and when do you ask people for testimonials?

Most people simply ask the client for a testimonial and then use whatever is returned. That's one way to go but there are other approaches that increase the likelihood that someone will be motivated to contact you to investigate your coaching services further.

---

Thanks for the feedback

I'd like to thank everyone who responded to my request for feedback on the idea of having a focus for the newsletter each month. If this was you I'm sure that you were also delighted with the detailed response I gave you to your burning question as well.

The results of the responses were as follows:

76% prefer focusing on one topic each month

24% prefer having random but relevant topics

I've decided to have a mixture of the two approaches. Let me explain. I don't want to cheese off those of you who like the variety each week and I also want to deliver value to those of you who like the more in depth approach over a number of issues.

Therefore, I'm going to have a series of newsletters (say 2 or 3) focused on a specific area and then have gaps in between where the topics occur at random. That should keep most people happy :-)

---

> A more effective way for obtaining testimonials

Here is a method that you can use to obtain more effective testimonials for your coaching services:

1. Ask when they're hot - When you've helped the client to achieve a great result or they compliment you on the value of your services - that's a great time for you to ask them for a testimonial.

2. Give them an outline - Instead of simply asking for a testimonial and leaving the client to do most of the work, give them a template to work from to make it as easy as possible for them. Don't make them think too hard.

I usually give my clients two starting sentences that lead to effective testimonials. You can use these too...

Before working with Shaun I was...

This helps the client to describe the kind of problems they were experiencing before engaging in your services. When a prospective client reads this part of the testimonial, they'll be more likely to relate to what is being said as they may be experiencing similar problems too.

After working with Shaun I am now...

This helps the client to elicit the main results that they have obtained by working with you. When a potential client reads this part of the testimonial they can then begin to see themselves moving out of their current problems and towards achieving tangible and desirable results.

3. Make it easy - a testimonial doesn't necessarily need to be obtained in written form. You can ask for the testimonial in general conversation, write their comments down and then have them certify the transcription. You can even have a testimonial recorded as an audio file and placed on your website or on a promotional CD.

4. Edit with permission - Sometimes a testimonial comes back from a client that doesn't work too well. Don't be afraid to send it back and summarise what you think would sound better (though don't overdose on the poetic licence). Always give them the final say on the content of the testimonial that you eventually use.

So, who else says you're good?

With very best wishes,

Authentic Practice
helping coaches to get more clients
45 Capitol Court
Old Coach Road
Wollaton
Nottingham
NG8 1GX

Website: http://www.authenticpractice.com

Tel.: (0845) 123 5105
Mobile: (07811) 262 111

---

I work with coaches who have a strong desire to help others but are currently struggling to get clients. I help them to attract more clients and create a stable coaching practice to make a difference in the world.

If you have received this copy of the Authentic Practice Newsletter from a colleague and you would like to receive future issues, then please visit the subscription page at http://www.authenticpractice.com/subscribe.htm. Thank you.

You have received this message because you have been subscribed as:

Name: name

E-mail: e-mail

This message is for subscribers only. If you did not subscribe to this list, please use the unsubscribe link at the bottom or contact me directly on (0845) 123 5105.