Marketing Tip #010 – Ask your clients for testimonials

CrossFit Website Design & Marketing Tips

Testimonials are such a great marketing tool. They allow prospects the ability to identify and be re-assured from someone that has no skin in the game. Most affiliates have a really hard time getting testimonials, and it’s not because their clients aren’t satisfied, its because they never ask for the testimonial, or they ask for something vague…like “Would you write us a testimonial?”

You’ll definitely get more testimonials by asking for them, but lets also look at “how” to ask for testimonials.  Just asking “would you write us a testimonial?” is going to strike fear in the hearts of most people… they realize they aren’t writers, they want to do a good job, and then they get stuck because they just don’t know where to even start to write a testimonial.  It doesn’t have to be that hard.

The power of a leading question

Your members want to help and they want to be a part of something, but like any consumer, only the ultra-excited people will hand out testimonials on their own.  The rest will need to be coerced a little.  One of the easiest ways I’ve seen is to setup a 3-4 question survey.  Each of the questions deals with a certain emotion or experience you want to pull from your member, and all questions should be answered in roughly 1 sentence.  It’s a win-win.  Your members get to participate and share a little bit about their experiences, but they don’t have to spend a lot of time doing it. To give you an idea of how effective this can be, I’ll tell you about the experience we had at our gym.

1 Facebook post & a 4 question survey

We made 1 post to our internal Facebook page that linked to a 4 question survey.  Within 1 week, we had 17 people fill out the form!  Now, because we asked 4 questions we now have 68 bite-sized testimonials that we can use.  And here’s the fun part…  since 17 people answered the same questions, we WILL see a lot of  similar answers, and this is good!  There’s a lot of power in hearing the same message described differently by different people.  Of course, if they gave the same exact answer, that would look fake… but people are too unique for that, and they want to express themselves uniquely.

Here are the 4 questions we asked:

  • What was it about [affiliate] that made you join?
  • What do you enjoy the most about [affiliate] now that you’re here?
  • Have you learned anything about yourself since joining [affiliate]?
  • What would you tell someone interested in joining [affiliate]?

And we threw one extra checkbox at the bottom “Are you willing to give more feedback?” and 13 people checked “Yes”.  That’s 13 people that you could tap into directly for a larger piece like a success story, or just a long-form testimonial.