As an NYC planner, you use your creativity to transform events from blah into breathtaking. But you’re missing out on a powerful marketing tool if your testimonial page is full of dull statements, like “Everything was amazing.” Prospective clients will assume your events are just as boring as the generic reviews you’ve collected. In this article, we’ll show you how to get testimonials that impress, excite, and — most importantly — motivate readers to take the next step.
The Raw Marketing Power of Testimonials
As an NYC event planner, you’re used to dealing in emotions. You design weddings that make guests believe in true love and birthday celebrations that make them love life. Even corporate events are designed to make guests feel inspired, hopeful, and energized.
Just like your best events, your marketing strategy should speak to your audience’s emotions. Trust is one of the most important emotions in sales. A collection of testimonials is one of the most effective marketing tools for making readers feel confident about working with you.
People naturally look to others when deciding what to do. Psychologists call this tendency “social proof.” Testimonials and their close cousins, reviews, serve as a powerful form of social proof.
And that proof is in the pudding. Social proof marketing, such as testimonials, results in $6 trillion in global annual sales.
How to Get Testimonials That Sing
Just like flawless corporate events, great testimonials don’t happen by accident. You can’t just ask willy-nilly and expect a client to return with a testimonial that ticks all the boxes. To tap into the full potential of testimonials, you need a strategy.
Ask at the Right Time
Send your ask sometime after the hangover wears off but before centerpiece flowers wilt. Asking for a testimonial at the right time ensures the client isn’t too tired to make the effort but still fresh enough to remember the details.
Begin with Thank You
Start your testimonial request by thanking the client for the business. Tell them how much you enjoyed working with them. Remember to personalize your message — a stock message will receive a stock response.
Make Testimonials Easy
People give generic testimonials, like “Everything was amazing,” because no one really likes writing anything nowadays. Make it easy for your clients by creating an online form with targeted questions. Start with these.
- Describe yourself and your business.
- Why did you decide to hire an event planner?
- Did you have any hesitations about hiring me?
- What was it like to work with me?
- What was your event like? What did the guests think?
- How would you describe the success of your event?
- Can you share anything I could have done to improve your experience?
- What would you say to someone who is thinking about hiring me?
Ask for Permission and Photos
Keep the trust going by asking if it’s okay if you use their responses, along with their names, on your website and social media. Then, ask them to send or download a photo to appear next to their testimonial.
Edit with Integrity
Even with the targeted questions above, most testimonials you receive will need editing. It’s okay to polish and edit your clients’ responses as long as doing so won’t misrepresent the testimonial.
Go ahead and correct grammar and spelling mistakes (your clients will thank you). You can shorten the testimonial for space as long as you don’t change its essence.
Upgrade Your Testimonials
Your testimonials will go from boring to bodacious when you use these tips. Ask for testimonials shortly after the event, while your client’s memory and enthusiasm are still fresh. Make them feel special (because they are!) by thanking them in a personalized message. And make it easy by providing a link to an online form with targeted questions to get them started. And always ask for permission and a photo.
Now that you have some killer testimonials under your belt, extend your marketing reach by attending The Event Planner Expo. The Expo is the place for all things event planning. That’s why you’ll find decision-makers from top corporations. Buy your tickets today and start building relationships with your next big client.
