The Power of Testimonials

Power is the ability to influence and prompt action from others. There are numerous forms of power at your disposal, too. The more powerful forms of power are expert and referent. Expert power is the ability to influence another based on what you know and have experience with. Cavendo, for example, has expert power in that we have extensive knowledge of web design and development.  Referent power, on the other hand, is achieved when others like you. Usually, this is reserved for high-rolling celebrities, politicians and dignitaries. But your organization can have referent power, too. The key is to establish you and your organization as “celebrities” in your local market. Instead of talking about yourself, get others to talk about you. And get people to talk positively about you. One way to get started on this, and to establish your expert power, is to publish testimonials on your web site. Testimonials from your top clients go a long way in showing prospects that you’re a “superstar” within your market. And people like to associate themselves with superstars. Even more, a testimonial solidifies your expertise because people tend to trust what others say over what you claim. Once you gather a good list of testimonials, put them on your web site. Even better, try to record a video testimonial with a client. It’s hard work, but it pays off in professionalism and believability. Take a look at a video testimonial we did for a local Center for the Arts if you need ideas.