I’m an avid traveler and I never book an accommodation without reading the reviews. The last trip I went on was a destination recommended by a stranger – he made such a case that I bought a plane ticket within hours of our conversation. That’s the power of testimonials.
Testimonials are real words from real people, and they are the most welcomed, credible and impactful part of any ad or collateral you have. If you don’t have testimonials, then you’re essentially all talk and no proof.
Where to Use a Testimonial
Include testimonials on your agent recruiting materials as well as your consumer advertisements. They should be featured on any branding and corporate collateral you have. Testimonials should appear on your website, whether you have them on the home page, throughout the site and/or on a specific “testimonials” or “what people are saying” page. Also consider including a brief testimonial beneath your email signature, where many people merely have a company slogan. And display testimonials in a prominent place in your office, to remind your partners, coworkers, employees – and yourself – of your successes.
How to Obtain a Testimonial
To get a testimonial, don’t just say, “Can you give me a testimonial?” Ask precise questions to get precise answers. For example, if you want to show off your product line, ask something like, “How are our FIAs better than other carriers’?” A specific story or case study is great. Numbers and stats are always strong. And it doesn’t need to be any certain length; it can be one sentence or a whole paragraph, whatever gets the job done.
Also look for case studies that naturally find their way to you. If you hear a compliment, write it down and ask if you can use it. Remember, you want testimonials that your targets can relate to, so if you want to include a quote on an agent recruitment ad, make sure it’s from an agent and attribute it as such. Typical attributions are first name, last initial and title (“agent,” “CFC,” etc.)
The DOs and DON’Ts of Testimonials
Make sure each testimonial and its use complies with FTC and FINRA guidelines for testimonials. Download both sets of guidelines below:
