Last month, my friends at mediabistro.com in Chicago asked if I would like to start hosting the local parties, and, boy, was I flattered. mediabistro’s always been great to connect with cohorts, and I always have a good time. So, it seemed natural to start doing it on a more formal basis. I had the pleasure of meeting some of the mediabistro.com staff on a recent business trip to New York, too.
When I’m at various business parties like mediabistro, I’m occasionally asked by full-time staff writers how I make a living. My response goes something like this.
“When I worked for an employer, I always felt like there was a cap on my success, and, as a result, what I could do to help my employer and employer’s clients. Now, my imagination is the only limit to what I can achieve. If I need an improvement, I make the change. If I have an idea for helping a client, I tell her.
On the other hand, the buck stops here. If something needs to get done, I’m it. I am the company. I behave with my clients as if I’ve got one chance to do right by them on every project. As a one-woman shop, if people don’t trust me, that’s it. I am the brand.”
One way for anyone to decide if he wants to work with me is to look at my portfolio, but that only tells someone what I have already accomplished. My samples might say I’ve got the stuff, but they’re in the past. They’ve been done. Potential clients want to know if I can generate new ideas, if I am creative. But how can they know that by looking at work that wasn’t tailor-made for them? Plus, I can say I’ve been in the biz for 15 years, which implies I know a thing or two about marcom, but I’m just one person’s opinion.
If we were talking in person, this is where I would rub my hands together and say, “Here’s the good news.” Testimonials can say all of this for us and more, but they have to come from the heart. I am fortunate to have very gracious clients who are a treat to work with. I was touched by what they had to say about my work and that they were willing to go on record to say it. Knowing exactly how important they feel I am to their businesses is one reason I went independent. I am driven to help people and companies (and myself) be better, and I can use so much more of my capabilities as a person, as a writer, than I ever could working on someone else’s staff.
As great as the testimonials make me feel, they’re not for self-aggrandizement. I asked for them to be able to show potential clients what it’s like to work with me, as a person and as a professional, from points of view other than my own.
Testimonials do not equal new clients in and of themselves, but they are one way to help build trust.
Whether you are on staff or independent, have you used testimonials? Please post your comments, links, and ideas. I look forward to hearing your thoughts!
I love using testimonials, and include them more and more in my marketing materials. Many independent business people I know feel shy about asking for testimonials, but I make that part of my invoicing process now - I ask clients to tell me what kind of results I provided, how I helped them solve a problem, or why they would work with me again. Those questions tease out great answers that really demonstrate my value.
And when you ask for a testimonial, what’s the worst that can happen? One or two clients haven’t written them, but the vast majority have, and they’re priceless. They last forever, and make a huge impact on potential clients.
Thanks for sharing, Jenni! Let’s hope your comments encourage more people to seek feedback from clients.
Is there anyone out there that purposefully does not use testimonials, either in building their businesses OR in deciding to work with a vendor?