You have had fantastic service. You love the product. You really enjoy working with a particular company, and then ... they ask you to write a testimonial for them. What do you do?
If you are like most people, you say "sure" and then sit and stare at your computer for a while, your brain spinning, and not knowing where to start. You type in some words, and then delete them. Your brain draws a blank so you put off writing that testimonial for another day ... and another day. You really mean to write it, you just don't know how.
To help you put your thoughts into words, here's five ways to help you write that testimonial.
1) Stream of consciousness approach: The easiest way to write a testimonial is to speak it. Imagine a friend or colleague has asked you about the business or service – what would you say to them? Either record your answer (most mobiles have a mini recorder in-built into them) or have someone scribble down your answer.
2) Jot it down: The thought of "writing" can give some people a cold sweat. The word "jotting" doesn't have the same fear level. So just "jot" a few points down on some paper, and then fax it off.
3) Structured approach: If you prefer a bit of structure, then write your answers to the following points:
Start with what prompted you to choose this service or product
Then - what you were concerned about or afraid about (e.g.: you may have found similar services were very slow or the service person didn't turn up)
Then - what happened when you bought the product or service. What did you do and what results did you get?
What was your favourite feature of the product or service?
What did you like most about the approach the product or service took?
Who would you recommend this product or service to? Why?
Anything else you would like to add.
4) Be specific: Always write about specific details and not general comments. Comments such as "they are the best company to deal with" are too broad. If you say "they turn up on time, clean up after themselves, take the time to explain everything in non-geek speak", it adds more meaning and value to your words.
5) Video it: The most powerful testimonials are ones that are made on film. Just grab your camera phone or webcam, and either get someone to ask you the structured questions listed above while you answer, or just talk about the product or service. Send the camera film to the company's mobile, or drop it onto a disk and mail it. Simple!
A few last pointers
Don't worry about how long or short your testimonial is. If you write a page, they can always edit it and just use the key points if they are looking for a short testimonial, or they can use the whole thing. By writing until you are "done" you give the company options.
You need to be 100% honest. Only include things in your testimonial within your direct experience.
And finally, where possible give permission for your full name and company name to be used. If you have a website, give permission for your website to be linked to your testimonial. This has the added benefit of giving your website more Google juice through gaining a link back to it, as well as adding credibility to your words.
Writing a testimonial doesn't have to be a chore – just pick the approach that best works for you and give it a go. You will feel great for being able to share your experience of the product or service with people, and the company you are writing for will feel appreciated and valued.
HR Tip of the Week: Writing References
Written employee references have a lot in common with writing testimonials. But when an employee comes to you and asks for a reference you have a few extra things to think about.
First, check the company policy about written references for employees. Many companies only allow a Statement of Service which outlines the dates the person was employed in the company, the roles they undertook and, in some cases, the training they undertook while they were with you.
If your company allows for more complete written references, then certainly include all of the minimum bits from the Statement of Service, as well as including a few additional points about the key strengths of the person. (Their last performance review is a great place to refresh your memory if you get stuck).
Only ever include positive, 100% honest, things in a written reference. This is where the old adage if you can't say something nice, don't say anything at all comes to the fore. If there were problems or the person was terminated due to performance issues, then default to the Statement of Service approach, rather than trying to tap dance around the issue.
Always end by wishing the employee well in their future career and invite potential employers to contact you if they would like a phone reference in the future.
After 20 years in the HR trenches I had been involved in writing more HR manuals than most people see in a lifetime. As a result my Instant HR Policies & Procedures Manual has been designed for those:
businesses without a dedicated HR practitioner,
where there is a new HR person in the role and they are starting from scratch
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Since it was written, the manual has been adopted by businesses ranging from one employee to businesses with a few thousand employees. It has found its way into mining companies, builders, retail stores, cultural groups, not for profits and white collar businesses.
While designed for Australian businesses, our manual has also been used by overseas companies.
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... you have covered everything and it was very easy to adapt to our Company culture - also having an Australian focus was very useful as most of the other online versions available are US law based, although ironically I actually bought it for our US office and adapted it but have since used it for our Australian office as well.
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Heart Harmony's Instant HR Policies & Procedures is invaluable for small businesses - it is professional, extensive, and immediately accessible.
One "find & replace" action was all that was required to create a working draft for our company, and then it was extremely easy to edit to fit our particular situation. It turns a nightmare of documentation requirements into a dream. Thanks Ingrid!
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Staying on the theme of reflection, this personal blog post looks at some discussions I had with my father while he was waiting for heart surgery, and the BIG questions he asked me. What would you do differently?
Legal stuff: This newsletter is intended only a general guideline for Australian businesses. You should seek specific advice for your situation rather than relying only on this newsletter
Earnings disclaimer. Some of the content may include advertorial information, which means I may receive financial compensation for the products I recommend. But - unless I know and trust the product, I will not recommend it.
Once again I cannot say how much I enjoy reading all of your articles and blogs. Everytime you send this out to me I always make time to read it. Very insightful and always timely.
Thanks so much.
Thanks Ingrid, that was a very timely article on testimonials. I have a workshop on Saturday and will ask for some testimonials from the participants.
Cheers
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A few last pointers
