Harness the Power of a Testimonial
A testimonial is a quote from a client, volunteer, donor, or community partner that explains how he benefited from your work and your cause.
They are one of most cost-effective ways to raise
awareness about your incredible work. Yet so
many writers, solopreneurs, nonprofits and businesses don’t harness their power.
Make sure you do.
Why They are So Convincing
Different voices testify about the real ways you carry out your unique mission. A quote from a real person breathes authenticity to your audience.
They are personal. Testimonies put a name and a face (if you use photos) on your work.
One member of your audience shares firsthand experience as a beneficiary
of your cause with others in your audience.
Why You May Miss Out
- You may not realize how powerful they
- You may not recognize a testimony when you see one, even when it falls into your lap - or you may be too busy to write it down. I'm guilty of this! Haven’t you ever had
a client who said “Thank you for helping me – you made a big difference,” and
you didn’t write it down?
- You may not have a simple, intentional system to
record the good words that come your way every single day.
Why Testimonials are Easy to Collect
- People like to be appreciated. “Wow, those were really good words about our
work … do you mind if I take just a sec right now to write down what
you said and use it on our website?”
- People like to be asked their opinion. Everyone’s got one. When you solicit someone’s input, they feel
special and important.
- People like to be quoted. Who doesn’t like seeing their name
in print? A person who provides good words in print feels like an expert.
(More tips for putting a system into place for collecting testimonials.)
Why You Can Use Them Everywhere
- They’re short or long. Collect both. Edit them. Use a snippet of a long one when you
don’t have much space.
- They can stand alone or together. A testimony can open a letter or top a web
page. Or, you can bunch several together
in long copy or in a text box.
- They are formal and casual.
When you have a pool you can pick one with eloquent
language to use in a formal ministry presentation. A short, snappy statement is perfect for a postcard.
And Best of All ...
They’re free! That makes this powerful copywriting element a very special animal
in these tough economic times. Testimonials are not paid endorsements, rather
heartfelt words from real people.
How to Ask for a Testimonial
- Recognize them when they come your way.
- Create a system to track and record them. (Try this easy 4-step plan.)
- Add to your collection week after week and month after
- Use them. And watch
your organization grow!
More on Writing Testimonials
How to Write a Quote: Quick Tutorial and Writing Tips ...
Easy 4-step plan for collecting testimonials ...
How to get testimonials at events or when you speak ...
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Essential copywriting elements for powerful nonprofit copywriting ...
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