Referrals and testimonials are among the most powerful marketing tools you can put to use for your translation services. Testimonials (written statements from customers) are a great marketing tool because they give past customers the opportunity to tell potential customers what they found most beneficial about you and your services. An endorsement from a third party gives you and your business the credibility you need to build a larger client base. In essence, they get a chance to do the marketing for you. Use testimonials in marketing by gathering praise from current customers and sharing that information in a variety of ways.

How to gather testimonials for marketing purposes:

Ask for testimonials from your best clients.

Your best clients should either be long-term customers, customers who have offered you repeat business, people that have already expressed appreciation for your work, or clients that you most enjoyed working for. I recommend contacting them and politely asking if they would be willing to provide you with a testimonial that you could feature in your marketing materials. You may suggest a letter, an email, or just a few comments describing your product or service and why they liked it. Make sure they know you will be using the testimonial for marketing and always ask for permission before you include your client’s name or photos in any public place.

Thank people who compliment you.

When you or your business gets a compliment, ask the person raving about you to put it in writing. Then thank them for their kindness!

How to Market with Testimonials

If you are holding onto positive testimonials and feedback, leveraging that information can do wonders for your marketing strategy. However, to make the most of them, you’ll need to use a few simple strategies that will guide you to get the most out of every word.

Feature testimonials on your company website and social media platforms.

Prospective clients are perusing your website to learn more about your company and the quality of your services. By providing a few compelling testimonials you can help lower the risk that potential clients face when deciding to hire you. Demonstrate to them that you are capable, that you have ample work experience, and that past clients are pleased with your services. I recommend dedicating a page (or specific section) for testimonials. Update the testimonials regularly, or rotate them in and out so that if clients circle back around, they are provided with new reviews. It can also be extremely helpful to invite people to submit reviews directly via your website or social media profiles.

Include testimonials (or testimonial excerpts) on your marketing materials, whether they are in print or produced digitally. This may include flyers, brochures, postcards, and paid advertising.

Bring stories up in conversations! If you have a client success story or are holding onto a raving review, bring it up in conversations with potential clients. Whether you’re having a casual conversation, or delivering a sales pitch, present your translation services with confidence and don’t be shy about sharing a few words of praise that clients have shared with you. Just be sure not to overdo it.

Referrals

In my experience, referrals (or word-of-mouth references from clients or colleagues) are one of the most effective ways to grow your business and incorporate new clients. When you provide a high-quality service and successfully establish positive relationships with your clients, chances are that they will later become your brand advocates. Past clients that advocate for your brand are those that defend your services, sing your praises, and put you in touch with other people that can benefit from what you do.

Many new translators struggle to get more referrals, but in my experience the most effective strategy is simply to ask for them.

Some translators assume that a satisfied customer will voluntarily submit a testimonial, while others are too shy and nervous to even contemplate requesting one. Letting a happy client walk out the door is one of the biggest mistakes you can make and doing so means that your business has to start from scratch every time you need a new influx of clients.

How to Get Over Your Fear of Asking for Referrals

I do understand that the squeamishness can be a big hurdle for some people to get over. It does sometimes feel uncomfortable, but that does not mean that you have an excuse to chicken out. Here are some of my favorite tips for building up the courage to ask for referrals:

• Remember that most people like to help other people (particularly when the good deed comes at no personal cost, as is the case with referrals)

Remind yourself that the worst that can happen is that the client says, “No.” And if that were to happen, simply smile, and thank them for their business.

• Make asking for a referral part of your project routine. With most projects, there’s a last meeting with the client. This final meeting is the perfect time to ask for a referral. By incorporating this simple question into your routine, you’ll get in the habit of collecting referrals at the end of every translation project you complete.

Scripts for Asking for a Referral

In case your feel unsure, I recommend having a simple script in mind that you can fall back on any time you find yourself tongue-tied. It’s also important to remember that you’re not making an Oscar acceptance speech here. When you ask for a referral, be sincere and direct. You may decide to say something along the lines of:

“I’m really glad that you’re pleased with my work. I’d really appreciate it if you’d pass my name along to anyone else you know who would be interested in _____________ (what you do).

Leaving extra business cards with a person makes it easier for them to pass your name and contact information to someone else. Another variation of this script is to be even more direct and ask for names when you’re asking for referrals. For instance, you might say:

“I’m really glad that you’re pleased with my work. I’m always looking for referrals and wonder if you know anyone else who might be interested in _______ (what you do).”

Pause here and see what the client says. Some people will offer some names. Some will say, “Yes, maybe,” and not offer any further information. Some will say, “No,” but at least you tried.

If clients do offer names, take them down and ask if they would mind if you contacted the people directly, or if they would prefer to pass your information along themselves. If they don’t offer names, ask if you can leave some additional business cards with them that they can pass them along.

PS! This is an excerpt from The Marketing Cookbook for Translators – Foolproof recipes for a thriving freelance career, written by yours truly.