The unsolicited customer testimonial is both social capital and brand equity. Two of the most valuable forms of capital, that while not economic, can be leveraged to achieve significant economic gains.
It’s really easier than you think. When you are doing good work people will recognize that fact. All the testimonials on ColorMetrix.com came in via emails thanking us for helping a customer out. Then, it’s a simple matter of firing an email back asking for permission to share their thoughts with other customers. I suggest doing that right away and saving the reply email providing permission.
Or, just put yourself out there. If you take a look at the Public Speaking page of this site you’ll find three videos of past engagements I have spoken at. Those three videos combined have been watched over 150 times. That’s a big enough number that someone thinking of hiring me to speak can see that others are looking too. Consider an individual making a decision between two potential speakers. One has a great speaking page but no video or testimonials, just lots of great text about what they can speak about. Put that up against a page with actual speaking samples that have been watched at least a little bit.
How long have you been in business? ColorMetrix has been around a while and we make that clear right in the testimonials section of our site (see the image with this post). If you are just starting out in a new venture you can still stress your years of experience. Point to recommendations on Linkedin. Stress that you have been around a while and are in the game for the long haul.
The other option.
If you are like my friend Raymond Lutzewitz who is looking for work you can blog about Why It is Better to Have No Experience. Ray has actually blogged about many topics that perspective employers would find of interest. He has mastered turning what other perceive as a weakness into a strength.
It’s your social proof, don’t be bashful about sharing it. Just try to do so without being boastful.