Client Testimonials: Why and How to Use Them
Per compliance and regulatory guidelines, not every advisor is permitted to publish client testimonials, and those who are may face some additional requirements. That being said, if it is possible for you to share quotes from clients, we recommend doing so.
Testimonials corroborate the claims you make in your brand collateral, and they speak directly to the strength and longevity of your client relationships. Here are our tips on acquiring testimonials and using them to convert leads.
What makes an effective testimonial?
Blanket endorsements about your skill and expertise won’t hurt, but it can be more helpful to have quotes that speak to the specific strengths that set you apart and make you appealing to target markets.
A testimonial that is fairly recent but from a long-standing client will carry a lot of weight. Length, on the other hand, may not be an asset. What you should aim for are sound bites—a sentence or two that can be paired with a case study or introduction letter, added to prospecting collateral or incorporated into your website.
Video testimonials can also be very persuasive, though they will take a little more heavy lifting to acquire. These can be woven into your promotional video content and used in text form throughout your collateral.
How do you get testimonials?
You may have a specific process for testimonial approvals, or your broker-dealer or parent company may require you to follow a certain set of steps. In general, though, email is a great way to get written, on-record confirmation from clients, and it’s easy for them to respond.
It’s often a good idea to have some pre-written testimonials before you begin reaching out. You may be surprised at how often clients would prefer to authorize a quote rather than come up with one. It also means you have what you need from the outset and you won’t have to manage much back-and-forth.
If you’re a client of ours, reach out and we’ll provide our client testimonial request template. This is a good starting place and it can help expedite the process.
