Those of you who have heard me speak know that I frequently use powerful testimonials. But did you know that I have a system for selecting just the right testimonials?

Like most of everything I do, there is a method to my exact positioning and approach. Let me share with you how I select the right testimonials for the right purpose.

First, you have to have testimonials to choose from. This may be self-evident, but you would be amazed at how many business owners do fantastic work, but never ask (or acquire) testimonials from satisfied clients. If this describes you, you must change. As the recommendation age continues on, only those with the best testimonials are going to remain competitive.

Once you have a group of testimonials, let’s say about 15-20, it’s time to start selecting them for your purpose.

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When you are presenting or teaching, you need to embed your sales process into the training. One way to do this is to showcase testimonials from as wide a cross section of your target audience as possible. When I select testimonials, I choose both men and women. I select examples from different key industries. I try to match at least one testimonial to the industry I’m speaking or training for.

So, for example, if I am training a group of dentists, one of my testimonials will be from a dentist.

I use testimonials which are very specific, if possible. I want real numbers, real data, clear and understandable facts.

I try to use testimonials of people who are very much like the target audience in terms of experience, demographic, and other factors like this. I want my target audience to be able to see themselves in my client examples.

In those cases where my examples might be a bit too different from my target audience, I will then offer a sentence or two after the testimonial, helping close the gap between the example and the people sitting in the audience.

I’m guessing that most of you never realized there was so much strategy in choosing the right testimonials. But there is. Remember, business success is about constantly creating new contexts for your existing content.

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