John Jantsch of Duct Tape Marketing has an amazing idea: Have a Testimonial Gathering Party:
Why not create an event around gathering testimonials. Invite your best customers for a networking social happy hour. Promote the event as a chance to network, swap stories and star in the creation of new marketing materials for your company. Give it a Hollywood theme. (This probably isn’t something you would do large scale, this is for those customers that are advocates already.)
Hire a videographer and photographer and then throughout the course of the evening, let your customers cycle through the video seat to tell their story of success with your firm. Most people enjoy being on camera once they do it and the whole group will be entertained by the event and feed off of each other’s energy. (This is something you should be doing anyway so why not do it all at one time.)
Ron Richards shares advice on how to get and use quotes. Ron runs ResultsLab and is the guru of increasing response to web pages. He’s given us great advice, and he’ll do the same for you.
There is a way to consistently get great quotes. I find the best starting point to be the same place I’d look for great strategy and compelling language in general — in-depth research interviews of your product’s “rational evangelists” — those who love your product and can articulate why.
Skillful interviews and creative work can uncover the “hot issue” and a valid argument that shows how your product helps purchasers avoid a disaster and achieve a breakthrough.
So, staying loyal to the interviews, draft some “dream quotes” to dramatize the news story. Then go back to your interviewees and say “In talking with you and others, we’re hearing:…”
If you’ve tapped your product’s greatness, they’ll say “Yes, that’s exactly how I feel.” Ask permission to quote them, and confirm it by faxing the release and the quote to them, asking them to fax it back initialed.
The result can be compelling language. In a moment, I’ll demonstrate by creating “dream” examples that show the elements of great quotes.