If you run regular events or are launching a new event that you would like to hold again, then please promise me you won't forget your testimonials.
Testimonials are the social proof that helps people decide whether or not they want to come along to your event the next time around and are an important part of your promo in the lead up.
WHY TESTIMONIALS ARE SO GREAT
They are fabulous for showing people:
+ The outcomes they can expect from the event
+ Reasons why they should attend
+ How you can solve their particular problem
+ How it's made a difference to their lives
+ And basically why they should listen to you and pay money to be in a room with you.
HOW DO YOU GET TESTIMONIALS?
You can gather testimonials either through a written form or video testimonials on the day, or an email survey or invitation for feedback post event.
Getting written testimonials at the event when attendees are in the moment and feeling the positive energy is much easier than afterwards when they are back in real life and they are busy catching up on work/grocery runs/housework etc. so you will have a higher response rate if you request people to do them on the day.
On the flipside of that though, because there is limited time to complete the feedback and they haven't had time to process the day or implement what they've learnt, the answers may not be as in depth.
If you send out a feedback link post event in the thank you email, the quality of answers will be higher but you won't get as many completed forms.
If you are after quality, in-depth testimonials, I would let people know on the day that you would love their feedback and will be sending them the link.
If you can and you have the opportunity, also grab some video testimonials with your videographer or even your iphone and a lapel mic for your website. Be prepared with a few key questions you can ask the person being interviewed if they get stuck.
THE QUESTIONS YOU ASK ARE IMPORTANT!
When asking for testimonials, make sure you think about the questions you are asking and ensure they have a purpose rather than be quite general.
Asking questions like 'How did you enjoy the day?' will give a really generic answer that won't be as enticing for people considering coming along to your next event.
For example, if you are doing a workshop on yoga, some questions you can ask are:
How did Sally make you feel on the day?
How did the yoga poses make you feel physically and emotionally?
Will this workshop enable you to continue your yoga practice at home with confidence?
What do you have from the workshop now that you didn't have before?
Would you recommend this workshop to a friend and if so, what are the main reasons?
Try and word the questions so they are prompting a genuine AND informative response so that the people reading have a holistic view of your event. That's the key information that people want after all.
And finally, if you do use written testimonials, ask the writer if you are able to use a photo and even their web link with it. Having a picture increases trust for those reading them and shows them that it is a real person saying those words.
Now gather those testimonials and enjoy the lovely feedback that comes your way!