Publicity - using testimonials

Publicity
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Article: Is There Too Much Sugar In Your Testimonials?
Read online at: http://www.psychotactics.com/artsugar.htm
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Take a cup of hot, steaming coffee.
Add one spoon of sugar.
Add another spoon of sugar.
Then just for good measure, add three more spoons (yes, of sugar)

Now drink the coffee
Now, now, no 'yuck' from you. We both know the coffee is sickeningly
sweet. And ja, that coffee is headed straight for the drain in a few
seconds.

Nothing that sweet should be allowed to exist, right?

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Ahem...have you looked at your testimonials recently?
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Let's look at them testimonials, shall we, pardner?

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Example 1:
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"I loved your product. I bought it just yesterday, and your content
has been the most enlightening I've ever read. Thanks so much for
putting out this information. I don't know how I managed without it."

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Example 2:
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"Believe me, I'm so grateful to you for all your invaluable help.
I absolutely want you to know that your consulting made a big
difference to my life. You deserve all the good things that come
your way."

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Ooh, suddenly you can see the five teaspoons of sugar, can't you?
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The testimonials on your website, brochure and the rest of your
marketing material is starting to look
like...eyewwww...yuck...aren't they?

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Except, you're in a dilemma
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You didn't write the testimonials. You can't control what customers
say.

Or can you?

If you're getting icky, sugary-sweet testimonials, it's not the
client's fault. No sireeee, it's not!

It's your fault. You see, you've been asking the wrong quest*ions.

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Questions*? Were you supposed to ask questions*?
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If your question has been limited to: "Can you give me a
testimonial?", then go wash your mouth with Dove.

Because you're literally setting yourself up for a testimonial
that's coming zinging out from left field.

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You see, the client is not in the business of giving testimonials
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They haven't a clue in the world what to say or write, when you ask
for your testimonial. So to prevent you from looking bad, they
write something sweet and sugary.

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How to cut out the sweet and sugary stuff right away
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Ask the client three questions*:

1) What were your perceptions before you bought our product/service
and were you reluctant in any way?

2) How did you feel as a result of using the product/service?

3) What specific results did you get as a result of using the
product/service?

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So let's take apart the psychology behind each question
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1) The 'Perception' Question: The first question usually brings out
the bad stuff. Like "I thought you were too expensive." or "I
thought this product was just for the geeks" and other assorted
perceptions.

2) The 'What did you Find' Question: The second question is pure
emotion. Notice how it uses the word 'feel?' That trigger word
'feel' gets you a response that's based on feeling. The client
feels 'confident', 'reassured', 'ecstatic', etc. The feeling is a
response that other customers respond to as well, so emotion is a
vital part of your testimonial.

3) The 'Specific Results' Question: This clearly demonstrates that
we're past the touchy-feely stage. It's alright to feel good,
but hey, show me the buckeroos! A specific answer will have: '25%
growth', '$12,000', etc.

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There's a nice side-effect to this questioning method
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Suddenly, the testimonials you receive, won't be one measly line.
They'll be several paragraphs long. Some will exceed a page.

When customers are asked specific questions, they give long, detailed
answers. These answers not only enable you to post some real
testimonials in your marketing material, but also enable you to see
what your customer is thinking.

If you stop to read between the lines, you'll quickly see how you
can change your copy, graphics,etc., based on Question 1. Because
if the customer was reluctant for any reason, you can bet your
pink booties that you've got other customers who feel the same
reluctance. So, by asking the right questions, not only do you
get an insight, but you also get a darned good testimonial as well!