I don't know if it will make me happy. I've been burned before." Testimonials help turn these risk-averse prospects into excited buyers. click to tweet By assigning Net Promoter Scores to your leads and customers, you can actually measure the ROI of your testimonials. The idea is to send out an email survey containing questions like, "On a scale of 1 to 10, how likely are you to recommend my product or service to others?" Anyone replying with 1-6 is your detractor.
These people are not fax number list happy with your product or service. Anyone who gives you a 7-8 may be happy, but they are not unhappy. 9 and 10 are your promoters. Always ask, "Do you have anything else to say or any other feedback?" Because you might find that some 7s and 8s are happy to offer glowing testimonials. Should I ask permission to use the logo? We believe it is very important to ask for permission before promoting testimonials or business logos. For example, in my industry (digital marketing), many clients don't want to
know who they are using to give them an edge over their competitors. On the other hand, an investor/entrepreneur friend of mine said, "It's easier to ask for forgiveness than to ask for permission." He might make sense. Most companies wouldn't mind seeing their logo on your website if they were happy with your work. However, if you ask for permission directly, you may not be able to say yes. This is for most small businesses. Getting permission to use a logo is a nightmare for large companies. It's easier to use without asking because you might not notice (or care if you do). Just ask and a giant can of worms will be opened. Even if you receive a legal notice to remove it, you can just comply.