paying clients for testimonials - YEA or NAY?

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Permalink Reply by John Cerbone - The Trance-Master on May 18, 2009 at 7:26am

James:
I wholeheartedly concur with what you stated, An unsolicited testimonial is great - a paid one terrible.

Testimonials by their nature are supposed to be unsolicited, if you're paying for them you are soliciting testimonials, and solicited testimonials are hardly testimonials at all. They become ads.

They then further become more of a compensated endorsement, and in much of the advertising here in the U.S., there will usually be some kind of acknowledgment that the endorsement is a compensated one.

Many years ago personally, I thought the idea of a testimonial was kind of silly. I mean let's face it, if somebody wrote you something nasty, your tendency would be not to publish it.
Yet many people want to know that others before them enjoyed your work, whether it's clinical, a stage show, training class or anything else we do.

And just like it';'s disastious to even consider the idea of using the shill in a hypnosis comedy stage show, so to a paid endorsement is surely an easy way to shoot oneself in the foot.

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Permalink Reply by Elisabeth on May 18, 2009 at 8:10am

Um, yeah, I meant after a freebie with a friend or someone who simply needed help that I could provide. I see that I'll have to add a wooden stick to Scary Mary's tool box for regular clients, thanks for the tip! :-D

the grumpy hypnotist said:

By the way, if after a regular session, a client said to me: "wow, that was fabulous, thank you so much, I really wish I could afford to pay you", after picking my jaw up from the floor, I would then chase that person out of the office with a wooden stick! LOL... Of course, if this was just said in a demonstration context, what you describe as closing the circuit and giving the person an opportunity to express gratitude in that helpful way would be totally fine, just my opinion.

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Permalink Reply by Kathleen Hanover on May 18, 2009 at 12:18pm

the grumpy hypnotist said:

Kathleen,

...I think there is a difference between:

a) offering a discount as you are building up your business, and mentioning that you would appreciate feedback which may be used in future promotional materials

vs.

b) compensating someone by offering discounted or free service in exchange for a testimonial

I think (b) is not only something that should be clearly disclosed to prospects --- but the simple act of making that conditional offer itself is harmful. For example, say you have a mailing list of prospects. As a new practitioner, you send them a message with this condition: "I will give you free service IF you give me a testimonial." Think about the impact that has on the people who receive that offer. Would that be a good way for a practitioner to introduce themselves to their local community? How would that influence perception of that practitioner's business among that market? Do you think that would increase trust or credibility?


PS. I simply assume that you have a good sense of ethics and decency because that is an ok starting point to base assumptions on, and your posts so far have not led me to think otherwise. I mentioned that because I wanted to make sure it's understood that my opinion on this subject is not a personal attack, since I don't know you personally.

Hi Grumpy,

Thanks for the clarification. I hope I never give you cause to level a personal attack. :)

Re: your other points. In my line of work, people generally want to know two things, if they've never worked with me before. 1: Am I trustworthy (meaning, will I actually perform the work they've paid for) and 2: Am I competent (will my work get them the intended marketing, sales or PR results.)

I use testimonials because they answer both points pretty well. I think you're saying that if I solicit a testimonial from someone, or if I offer to do free work to get a testimonial, that would tend to indicate that I'm not trustworthy? I'm seriously trying to understand the point you're trying to make and I think I'm missing it.

I'm a marketing and PR strategist, but sales/marketing copywriting is my bread and butter. Every single copywriting coach/trainer that I know of encourages new copywriters to do volunteer work to generate portfolio pieces. (Graphic designers often start the same way.) When you're first starting out and have no track record, that's sometimes the only way to get work samples to show to prospects. By your logic, are you seeming to say that work samples done for no money are not "real" or are unethical unless you tell the prospect that they were done for free? Honestly (and again, this is my bias) I don't give a rip whether you got paid to design a logo. I want to know if it's good quality, if you delivered it on time, and if it did the job.

Just to clarify, though, I think false testimonials are always wrong--whether they're free or paid--because they're fraudulent, and I won't accept or share testimonials that are not accurate. (In fact, I've had a number of prospects ask me to write fake testimonials for their sales copy and I absolutely won't do it.)

And again, as someone in a helping profession, where you have to establish a confidential therapeutic relationship of trust, you may work under different ethical/relationship considerations than I do. If a hypnotherapist can't have a "clean" relationship with a client if they give a testimonial (or if the hypnotherapist asks for it at the "wrong" time) then I guess that hypnotherapist shouldn't ask for testimonials (at the "wrong" time.)

It's possible we totally agree, Grumpy but it's hard to tell sometimes. Would rather discuss live over a cafe mocha.

~Kathleen

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Permalink Reply by Greg Turner on May 18, 2009 at 12:46pm

I would say No to the idea of paid testimonials.

I know of one personal change worker who has a clause in his contract with clients that stipulates that on the conclusion of the work, if the client is satisfied and happy with what transpired, then the client will refer 3 people to the change worker.

Gil Boyne says testimonials cause prospects to think that their privacy might be violated when working with the therapist. This in spite of every single marketing how to book and course I have ever read says testimonials build credibility.

I see no reason against asking clients for testimonials. Given that they do build credibility and get more people in the door, as you know most clients are tuned into WIIFM (what's in it for me) and would not even think to help the therapist unless asked, I say ask for them. Satisfied clients are all to willing to help out when asked. I always ask the client how they want me to sign their testimonial.

As for the question about free sessions, see my answer on the discussion "Does Something That Is Free Have Value?"

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Permalink Reply by the grumpy hypnotist on May 18, 2009 at 12:56pm

"I think you're saying that if I solicit a testimonial from someone, or if I offer to do free work to get a testimonial, that would tend to indicate that I'm not trustworthy? I'm seriously trying to understand the point you're trying to make and I think I'm missing it."
...
"By your logic, are you seeming to say that work samples done for no money are not "real" or are unethical unless you tell the prospect that they were done for free?"

No. That is not what I am saying. The issue of "working for free" is not the central part of this question. It would be an issue even if the practitioner charged their normal rate, but offered to give the client an extra bonus in return for a testimonial. Clarification: the title of this thread may be being misinterpreted --- "paying clients" does not refer to whether or not clients are paying for the service, but whether or not the hypnotist pays the client via compensation of some sort (either a discount or bonus of some sort).

Restated simply: if you use testimonials that were the result of a quid-pro-quo exchange, where the condition of that exchange includes an obligation for the client to give you a testimonial, that to me is where it gets shady. It is somewhat less shady if the nature of the paid testimonial is disclosed to the public (but that would make the testimonial kind of pointless), and quite clearly shady (at least to me) if the nature of the paid testimonial is not disclosed.

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Permalink Reply by Kathleen Hanover on May 18, 2009 at 2:51pm

the grumpy hypnotist said:

Clarification: the title of this thread may be being misinterpreted --- "paying clients" does not refer to whether or not clients are paying for the service, but whether or not the hypnotist pays the client via compensation of some sort (either a discount or bonus of some sort).

Restated simply: if you use testimonials that were the result of a quid-pro-quo exchange, where the condition of that exchange includes an obligation for the client to give you a testimonial, that to me is where it gets shady. It is somewhat less shady if the nature of the paid testimonial is disclosed to the public (but that would make the testimonial kind of pointless), and quite clearly shady (at least to me) if the nature of the paid testimonial is not disclosed.

Ah, thanks for the clarification. :)

In that case, I guess we'll have to agree to disagree, I suppose. You seem to be more concerned about the process by which a testimonial is collected, and I seem to be more concerned about the factual accuracy of the content of the testimonial. But I can absolutely see your point.

If a client weren't thrilled with my work, and didn't feel they could recommend me wholeheartedly, I'd see that as a customer service issue and find out why the client was unhappy. But I always ask for a testimonial (and try to remember to ask for referrals, too.) In fact, I tell prospects up front that I'm going to ask them for a testimonial, and that their happiness and satisfaction are really important to me, and I want them to be able to give me a glowing recommendation. I think the client and I both understand that a great recommendation is like gold, and that I may work even harder for them than I would if I didn't want to get a testimonial from them.

Grumpy, how do you feel about authors or information product creators who give out copies of their work to get reviews? Should the book reviewer be obligated to note that they didn't have to buy the book? What about filmgoers who get free tickets to a sneak preview?

Thanks for a great discussion,

Kathleen

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Permalink Reply by bob burns on May 19, 2009 at 7:48am

WE seem to be anchoring around nthe word 'free'. And I suppose that's understandable. But several times when I've moved to a new area I offer my services to round tables etc as an after dinner speaker. Whilst doing that I bring up my tharapeutic work... and....whilst doing that I may get round to doing a session or two for one of the business people at that particular meeting on a quid pro quo basis. This might be free (there's that word again!) advertising, business cards, leaflet drops, accountancy advice etc. In one case last year this particular gentleman actually said the words: "Tell you what, do you have a bicycle?" And he duly gave me one the following week when I stopped his fiance from smoking. So in this sense, none of the above was free. And here's the funny thing, I was very comfortable saying to all of them: "As you know I've just moved onto the area, if , during our session, I turn you into Superman/Superwoman (Nothing wrong with humour) would you be good enough to write a testimonial for me?"
I've simply never, ever, had a problem in this area and find it extremely interesting why so many do. A good testimomial (name and contact supplied) is, for me, an absolute personal recommendation, which is the best referral obtainable in any business.
In closing, I actually do do free work on one day of the week for chronic pain (as I've said on another discussion in here) but that's for personal reasons rather than seeking either testamonials or attaboys.

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Permalink Reply by bob burns on May 20, 2009 at 7:30am

I don't think I've ever asked for a testamonial and not received it. I also believe that this is due in a very big way to transference.

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Permalink Reply by James Hazlerig on May 22, 2009 at 10:07am

I would never offer cash to someone for a testimonial, nor would I fabricate one. I do offer clients a small discount on an upcoming session if they refer someone or send me a testimonial with permission to use it in my marketing materials.

However, it occurs to me that offering a free session in exchange for a testimonial presents a logical conundrum. One of two situations must exist:

1. The client is very pleased with the hypnosis and is therefore happy to recommend the hypnotist, in which case the client has essentially been given something of value to the client (great hypnosis) in exchange for the testimonial, which would have been positive with or without the bribe.

OR

2. The client thought the hypnosis was terrible and would honestly give a negative review. The only incentive offered for a dishonest positive testimonial would be something the client doesn't value (bad hypnosis); thus it's no incentive at all.

So it seems to me that it's impossible to use a free session to bribe someone to say that you were great if you weren't. If I say to people, "Hey, if you'll go on record saying that you love the taste of human manure, I'll give you a year's supply," I doubt I'll get many takers.

Cheers,

James

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Permalink Reply by the grumpy hypnotist on May 22, 2009 at 10:51am

In real life, things do not fit into the either-or scenario of client is "very pleased" or "very disgusted" with the hypnosis. It is an interesting theoretical exercise but the statement "One of two situations must exist" has no basis in reality.

The more likely outcome (especially for beginners getting practice) would be that a client would feel "meh, I guess it was OK"... but would feel obligated to provide a testimonial as per the deal. Most humans have been trained to be polite and not hurt other people's feelings, and would not give a brutally honest testimonial.

If this client's testimonial was used, how do you think that would cause them to feel about your practice? It is easy to imagine a friend or acquaintance asking them about their experience, and their response: "Oh, don't believe the testimonials on that guy's site... I had to give one as part of the deal." Actually, that is what your market would think anyway, the instant you make that offer in the first place. Isn't that obvious?

Think about it: you are making a public offer: give me a testimonial and I will give you something free or discounted. Does it not occur to you that when you make the offer, whatever current testimonials you have (and pretty much your credibility in general) goes down the toilet in the view of a large segment of the market? Because the large majority of responses here have been negative towards the ethicality of paid testimonials. Whether or not they "really" are (kind of an abstract concept in the first place), doesn't it seem obvious that if you make that offer, that the majority of the public will respond to you just as negatively, even if a few of them take advantage of the offer?

Perhaps the plan is to gather early testimonials in this manner, and then change the approach later so that they can be earned without having to compensate the client. I see... so the plan would be: let's use shady tactics which destroy our credibility in the community when we are first getting started, and then later we'll do things the right way after we become successful; hopefully no one will ever find out. Hmmm... I don't know... but that doesn't sound like a genius plan to me.

I think it is generally poor business practice to pressure your clients into giving you something beyond payment for services rendered. And it is probably poorer business practice nowadays, with the ability of clients to talk to lots of other people thru social networking, consumer review sites, etc.

I still believe it is completely unnecessary (and worse, counter-productive) to use this tactic. Any belief that a practitioner needs to do so, indicates desperation and/or a lack of confidence in the value of the work itself, which is apparent to the person who receives the offer. That is a bad starting point for building trust in your marketplace.

James Hazlerig said:

However, it occurs to me that offering a free session in exchange for a testimonial presents a logical conundrum. One of two situations must exist: 1. The client is very pleased with the hypnosis and is therefore happy to recommend the hypnotist, in which case the client has essentially been given something of value to the client (great hypnosis) in exchange for the testimonial, which would have been positive with or without the bribe.

OR

2. The client thought the hypnosis was terrible and would honestly give a negative review. The only incentive offered for a dishonest positive testimonial would be something the client doesn't value (bad hypnosis); thus it's no incentive at all.

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Permalink Reply by the grumpy hypnotist on May 22, 2009 at 11:14am

PS. I don't even know why I should be encouraging fellow hypnotists to stop shooting themselves and their reputations in the foot with these types of dumb tactics. That kind of behavior actually sends quite a good bit of business my way, based on what clients tell me.

So... I change my mind --- all hypnotists who keep doing stuff that damages their own reputations, please keep on doing what you're doing. It just means more cash money for meeeeee... straight to the bank... bwaahahahahaha! Dang, I feel like 50 Cent.

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Permalink Reply by GIL BOYNE on May 25, 2009 at 1:16am

QUOTE-from Greg---Gil Boyne says testimonials cause prospects to think that their privacy might be violated when working with the therapist. This in spite of every single marketing how to book and course I have ever read says testimonials build credibility.

You read my post too quickly. I said that the privacy issue was one quoted by the National Council for Hypnotherapy (UK) Also the Assoc. for Psychotherapy and Hypnotherapy (UK) has the same ban on testimonials from private clients for the same reasons. Personally, I feel that if this fear were in a client they would not supply a testimonial or request that the name or history be kept totally confidential. I have worked with many clients who are celebrities in the entertainment world and only a very few every gave me testimonials and most asked that their name (and issues) be kept totally confidential. a few exceptions were Sylvester Stallone and Lily Tomlin.
At the conclusion of my training courses, I distribute an evaluation form which asks specific questions about their feelings of value for money,and were their expectations met? and other similar questions plus their own comments. The final line on the page is,
"you may___ // you may not___use my comments in your promotional materials. Then, they sign it, and voluntarily return it (or not); Examples of such testimonials can be seen at gil-boyne.com

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