The 2 Types of Testimonial Unsolicited & Solicited
The 2 Types of Testimonial Unsolicited & Solicited
There are 2 kinds of testimonials—solicited and unsolicited. Unsolicited testimonials are those
that arrive at your doorstep, without any effort on your part. The buyer took it upon himself or herself to
contact you directly with their story. Here are some ways you’ll receive unsolicited testimonials:
· Emails
· Snail mail letters
· Random phone conversations
Keep a file folder of these unsolicited testimonials. Then, when the time is right, break them out
and sprinkle them liberally throughout your marketing materials.
Solicited testimonials are those you consciously pursue through devices like:
· Comment cards
· Warranty cards
· Post-purchase surveys or phone calls
· Website comment sections
In my work with hundreds of small and mid-sized businesses, I’ve found that 90% of your
testimonials will be solicited. What this means is this: If you want testimonials, you’re going to have to
work for them (like just everything else in your marketing effort).
Who writes them—you or them?
I get asked this question a lot and the answer is you should write them. Because, if you leave it up
to the satisfied customer, it won’t get done. You should write two different versions of a testimonial (or
two altogether different testimonials) allowing the client to choose which one they prefer. Then, include a
section called “I Can Do Better Than That” and leave some blank space underneath it for them to write
their own. Put both of these on one single-sided sheet of paper and send it to them. It might look like this:
Page 3
· I like this one:
“Every time I pull a pair of Fasthand Drum Sticks out of their sleeves,
I know they’ll perform exactly like all the others I’ve used.”
OR
“Because these Fasthand Drum Sticks are durable and light,
I give my best performance night after night.”
· I can do better than that:
Signature___________________________
Using a format like this, if the customer likes what you’ve written, all they do is sign and
return the form to you. But, if they feel moved to write their own testimonial, then they can do that
on the same page. One important note: Whenever satisfied clients have written their own
testimonials, they’ve always been better than those I wrote.
Another thing, if you have direct sales reps in your company, get them involved in the
process of obtaining testimonials. They’ll cherish the opportunity to re-connect with satisfied
customers, and may draw out things that would otherwise go unnoticed.
What should they say?
The best testimonials communicate one central idea. That idea should highlight a specific aspect
of your business (or product/service), and nothing more. Here are some examples of testimonials that
concentrate on one central idea:
“How does XYZ help me? They improve my store image by keeping my machines up and
running. Nothing hurts your store image more than broken machines.” (Company specific)
Page 4
“Phil Jones was Johnny-on-the-spot. Every time I needed help, he was either on-site in
less than an hour or he counseled me over the phone.” (Person specific)
“We’ve had U-Clean-Em’s for over 15 years. Pound for pound, they’re the best machines
on the market.” (Product or Brand specific)
“One Friday at 5 pm, I called Spritz Cleaners in a panic. Not only did they answer their
phones, but also they got a service truck out here within 15 minutes. You can’t beat service
like that.” (Service specific)
The 2 Types of Testimonial Unsolicited & Solicited - To learn more about this author, visit Jay Lipe's Website.
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The 2 Types of Testimonials—Unsolicited & Solicited
There are 2 kinds of testimonials—solicited and unsolicited. Unsolicited testimonials are those
that arrive at your doorstep, without any effort on your part. The buyer took it upon himself or herself to
contact you directly with their story. Here are some ways you’ll receive unsolicited testimonials:
· Emails
· Snail mail letters
· Random phone conversations
Keep a file folder of these unsolicited testimonials. Then, when the time is right, break them out
and sprinkle them liberally throughout your marketing materials.
Solicited testimonials are those you consciously pursue through devices like:
· Comment cards
· Warranty cards
· Post-purchase surveys or phone calls
· Website comment sections
In my work with hundreds of small and mid-sized businesses, I’ve found that 90% of your
testimonials will be solicited. What this means is this: If you want testimonials, you’re going to have to
work for them (like just everything else in your marketing effort).
Who writes them—you or them?
I get asked this question a lot and the answer is you should write them. Because, if you leave it up
to the satisfied customer, it won’t get done. You should write two different versions of a testimonial (or
two altogether different testimonials) allowing the client to choose which one they prefer. Then, include a
section called “I Can Do Better Than That” and leave some blank space underneath it for them to write
their own. Put both of these on one single-sided sheet of paper and send it to them. It might look like this:
Page 3
· I like this one:
“Every time I pull a pair of Fasthand Drum Sticks out of their sleeves,
I know they’ll perform exactly like all the others I’ve used.”
OR
“Because these Fasthand Drum Sticks are durable and light,
I give my best performance night after night.”
· I can do better than that:
Signature___________________________
Using a format like this, if the customer likes what you’ve written, all they do is sign and
return the form to you. But, if they feel moved to write their own testimonial, then they can do that
on the same page. One important note: Whenever satisfied clients have written their own
testimonials, they’ve always been better than those I wrote.
Another thing, if you have direct sales reps in your company, get them involved in the
process of obtaining testimonials. They’ll cherish the opportunity to re-connect with satisfied
customers, and may draw out things that would otherwise go unnoticed.
What should they say?
The best testimonials communicate one central idea. That idea should highlight a specific aspect
of your business (or product/service), and nothing more. Here are some examples of testimonials that
concentrate on one central idea:
“How does XYZ help me? They improve my store image by keeping my machines up and
running. Nothing hurts your store image more than broken machines.” (Company specific)
Page 4
“Phil Jones was Johnny-on-the-spot. Every time I needed help, he was either on-site in
less than an hour or he counseled me over the phone.” (Person specific)
“We’ve had U-Clean-Em’s for over 15 years. Pound for pound, they’re the best machines
on the market.” (Product or Brand specific)
“One Friday at 5 pm, I called Spritz Cleaners in a panic. Not only did they answer their
phones, but also they got a service truck out here within 15 minutes. You can’t beat service
like that.” (Service specific)
The 2 Types of Testimonial Unsolicited & Solicited - To learn more about this author, visit Jay Lipe's Website.
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