I happen to be in the midst of crafting a sales page for a client where I’m sprinkling in a few testimonials and all I’ve been doing is thinking about what the perfect one looks like, so you’ve dug right into my current obsession!

I agree with all your points. I’d add to the “results” question, ask for numbers whenever possible. Whether it’s “increased readers,” “increased sales,” or “organized me so I had more time in my day,” etc., all those will be far more convincing with real numbers in them—by 30%, by $1,500 a month, I found an extra 90 minutes to spend with my family…

Also, using a client’s industry in their signature, such as:
“I really loved your fast response and awesome advice, Kelly. My business tripled overnight!”
—Melinda, small business coach, author of WAHM Biz Builder

is useful for two reasons.

One, future clients, reading the page, are always trying to see themselves in your past clients, and seeing people in fields like theirs work with you helps them convince themselves you’re the person for them.

Two, if you word their occupation well, it can help when someone types into a search engine, for instance, “Experience Designer” “small business coach.” “Help I need” plus “my field” is a very common way that new customers will try to find you, and every little push counts!

Try for short ones. Good advice—I wish my client had done that. As I go tearing through the stack I’ve decided I’m going to be pulling out the ellipsis (…) to skip half the high praise and get to the point!

Thanks for this timely post!

Regards,

Kelly
Kelly´s last post…MCE Round Table: To Grow Your Business You’ve Got to Get Closer. Closer…

@ Shannon, Glad you liked the article!

Anyway, the reason I asked was that I only have one testimonial! It’s a good one but as I said just having one looks just as bad as not having any.

Time to bust out some emails
Marc – WelshScribe´s last blog ..Weekend Reading | Link Love Friday

I honestly don’t know the answer to your question about how many. My opinion is that I’d wait until I had at least a couple as a single testimonial would look strange. I’ll have to look into that, thanks for asking!

Of all the things I’ve looked at implementing a system for it didn’t even occur to me to systematise (is that a word?) testimonial gathering.

When it comes to social proof I’ve found low numbers to be just as off-putting as zero numbers, have you noticed the same thing? Would you suggest waiting until you get a half dozen or so testimonials before publishing them or is one or two enough to get started with?
Marc – WelshScribe´s last blog ..3 Powerful Yet Simple Ways to Customise Frugal

In the beginning stages I’d suggest again to keep up with requesting testimonials. Maybe offer some products for free to selected people in exchange for a testimonial? Be very clear up front that you are offering them the free product with the expectation that they will trial it and then write you a testimonial.

Does that help?