Client testimonials are the next best thing to a direct referral, explains Mark Lee.
Most accountants claim that they get many of their new clients through personal recommendations. It tends to be what I call “accidental word of mouth marketing” as it’s rarely planned or organised. And for as many accountants who rely on personal recommendations there are probably just as many who seem to be a reluctant to ask for testimonials.
But if recommendations and referrals are so valuable why not capture the thinking behind them so as to convince strangers as well as the personal connections of your clients. If you had written testimonials from your enthusiastic clients you could include them in your marketing materials, on your website and, perhaps easiest of all, on your LinkedIn profile.
Why are testimonials valuable?
Without testimonials your marketing messages are...
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- What does a good testimonial contain?
- How to get testimonials
- How to choose testimonials
- How can you use testimonials?
- A key mistake to avoid