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Use Testimonials to Grow Your Spa
By: Pam Lontos
Posted: May 31, 2012, from the June 2012 issue of Skin Inc. magazine.
If you’re like most people, the words from a fellow consumer pull more weight than even the best written ad copy. That’s why no matter what product or service that is being sold, testimonials from satisfied clients need to be highlighted in every ad and marketing piece created. Unfortunately, few skin care professionals actively seek out testimonials from their clients. In reality, getting and using a list of strong testimonials is easy. The following tips will help you get testimonials to increase your profits.
How to get them
Choose satisfied clients who represent your target demographic. Look over your client files and choose the people who exemplify the best case scenario for your products and services. Say to them, “I’d love for you to share your experience with Product A. Would you please write a short testimonial?” Most people will cheerfully say, “yes.”
Offer to write the testimonial for them. Often, if someone declines your request to write a testimonial, it’s because they’re too busy or feel they don’t have adequate writing skills. In that case, offer to write the testimonial for them, using their input and allowing them to review the finished product.
Review your past notes and correspondence. Go through your past correspondence from clients. Are there a few nice sentences in some of those messages? If so, ask your clients if you can use their words in your marketing materials.
How to write them
Show results. Testimonials need to specifically show the results the person experienced from the product or service. A specific testimonial will speak to results; for example: “Molly’s Skin Care helped end my battle with rosacea.” The more specific a testimonial is, the stronger it sells for you.