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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.

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Keep it short. Each word of the testimonial should have value, so, if someone writes you a page-long testimonial, edit out any words that don’t directly address the end result received. Often, the more words you take out, the stronger the testimonial becomes.

Include a name and title, when possible. Rather than attribute your testimonial to “John S., Nebraska,” use the person’s real name, company name, title, and/or location whenever possible. This makes your testimonial more believable. Most people will be happy to include their full names and other information, because one of the strongest human desires is to feel appreciated and recognized.

How to use them

Include testimonials in your ads and marketing pieces. For print, it’s best to have testimonials stand alone from the text rather than trying to weave them into the ad copy. For radio and TV, either the announcer or an actor can recite the testimonial or, if your client is agreeable, have her appear in the ad to give the testimonial personally. Other marketing pieces that should feature your testimonials include your website, brochures, direct mail pieces, postcards, billboards, newsletters and even social media updates.

Create a book of testimonials. Each time you receive a kind letter from a client, highlight the key parts, put the letter in a clear plastic sleeve and compile it in a big binder. Keep this binder of testimonials in your reception area for clients to browse through while they’re waiting. Or, if your business is online, create a page featuring all your testimonials.

Frame your best testimonials. Frame some of your best testimonial letters and post them on your facility’s walls. Again, highlight the best parts.

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