In advertising, there are many forms that have been around for years because they work. One of the more popular of these advertising techniques is the testimonial. You've probably seen it so many times that you don't pay much attention anymore. The spokesperson standing in front of the camera holding a bottle of pain reliever gloating how it got rid of their headache in just minutes or the well dressed businessman who's only words are "I read it every day," as he clutches the Wall Street Journal are only some examples.
     The pure testimonial can be a powerful and persuasive part of your advertising, and it costs nothing from you. Well crafted testimonials trigger a response from others who may be interested in using your services because they have found someone else who was satisfied with your level of service or skill. But how do you get a really good testimonial? You can't always leave that to your customers and clients. Sometimes asking for a testimonial is enough and other times you have to beg for a testimonial; then you may not get the testimonial you really wanted. So this week we've got some tips on getting great testimonials from your clients, customers and coworkers and getting them to say what you want. Sound impossible? Not really... here's how....

• Decide what testimonials you really want:
  It's important to have a diverse selection of testimonials that cover your business expertise. You should have some from buyers, sellers, coworkers and business professionals. You should have several from each of the categories so you can add them as part of your website and advertising. Always make sure you have permission to use a testimonial if you are using full names and cities.
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• Know what you want them to say:
  You should have a good idea of how you want your testimonials to sound. From a buyer you might want "Bill Agent was so helpful in our home search - showing us the homes we wanted to see and helping us find our dream home." or "Our home purchase was so easy with Bill Agent... we'd never use anyone else."
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• Ask them to agree with your words:
  What? That's right, just like you would ask for the sale... ask your clients to if they agree with the testimonial you have written for them. EXAMPLE: "Mrs. Client... Would you agree that my level of service exceeded your expectations and that my negotiating skills helped get the best price for your new home? -Yes... Thank you for your encouragement, can I use you for a testimonial?
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• Get it in writing:
  The best way to get testimonials is to get them when you are working with buyers, sellers or other business professionals. It also is a great way to see how others feel about your level of service and what can be improved.
  Use a questionnaire for your buyer and sellers that have 'predetermined' answers and a rating system. You can also use a space for COMMENTS as part of the questionnaire, but be prepared for the answers and prepared to improve upon any negative responses.
  << SAMPLE QUESTIONNAIRE >>
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• Ask for the referral:
  You've already established a relationship with your buyer, seller or investor, so why not take it a step further. A successful recruiter not only gets the interview, but gets the names of 3 people who they know who might be interested in the same service; then they let the other people know who referred them. "John Smith gave me your name because he thought you could benefit from this excellent opportunity." Take advantage of every opportunity to build your network and ad people to your business success.

     Be creative! If you carry a mini video recorder with you, ask your buyers, sellers, mortgage broker or title service to say how much they liked working with you. You can easily put short video testimonials on your website where you are showing real people, not just their words. Use your testimonials in your advertising, and always get new ones. You should keep all of your testimonials as a promotion of your skills and abilities, but make sure you rotate them so it's not the same testimonial every time. Some agents keep a book of testimonials to take on listing presentations - do whatever works! Believe it or not, what works for you might not work for someone else.

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