Why You Don’t Want Testimonial LETTERS!

I used to ask my consulting clients and audience members to write me a testimonial letter. In spite of their best intentions, few would ever remember or finish the arduous task of writing a full letter. I know my clients and audience members are satisfied with my work and don’t mind saying so, but they just somehow don’t get around to writing the letter.

Even when a client takes the time to write a letter, the result is not always exactly what I’d hoped for. Take this quote from a letter from the head of an international trade association, “You were better than most speakers we paid more money for.” On first glance, that sounds like a desirable quote. But the client added a P.S. that read, “I heard you were a wild man on the dance floor last night!” That observation of my enjoyment of my client’s party renders the entire letter useless as a marketing tool.

I have received some beautifully written testimonial letters that I’ve never used because:

1) they are way too long and cogent points are buried in the text (your prospects won’t read a long letter and the best parts may be ignored altogether);

 2) they contain information inappropriate for a prospect or include confidential information (if either is present you can’t use the letter);

3) they are outdated and the date is clearly visible (old letters don’t impress a prospect)

For these reasons, I have stopped asking my clients and audience members for testimonial letters. I only ask for short testimonials I call “testimonial clips.” One or two sentences that state precisely AND concisely what the client likes about me…and more important, the VALUE they received from my consultation, presentation or educational materials.