Editor’s note: Building Brands offers tips and insight to local businesses, individuals and nonprofits on how to strengthen their brand. View Newspaper Group Brand Manager Emily Caswell has worked in the newspaper business for more than 20 years, 10 of those focused on growing and strengthening the brand of View Newspaper Group and its clients.

Every so often, my husband Matt can’t decide what to order in a restaurant so he orders two entrees … and an appetizer. He’s big on leftovers so it’s not a bad strategy for someone who loves to eat and needs to plan his lunch for the next day.
This usually confuses the wait staff who think he’s trying to decide between two options. We have to explain that he’s not going to decide, he’s going to get both. They laugh and probably wonder where he gets his metabolism.
This scenario happened last week while we enjoyed some fun in the sun. The waitress asked him probably three times if he really wanted two dinners. She was young (she even had braces), and I’m betting worried that he was playing a trick on her or something. We assured her, he wanted all.the.food. Our appetizers and multiple dinners arrived and we ate all that we could. The food and the service were both great. It’s one of our favorite spots on the beach for a reason.
After the bill was paid I got up to use the restroom, and the waitress approached me. She thanked me for the large tip (much deserved after serving two people enough food for 10) and asked if we would please go online and leave her a positive review. “Britney A.” she said. Twice. I told her we would, and Matt happily wrote a review.
When we returned our rental car a few days later the woman checking us in asked if we’d please write her a positive review too. “Arlene” she said.
Positive reviews, also known as testimonials, are a marketing tool we all know we need. Nearly everyone (a couple of studies I found both showed over 90 % of people) use reviews to make buying decisions.
It’s easy to understand the value of testimonials in a tourist destination where many people are seeking food and services from unknown spots, but testimonials in your own hometown are valuable too. Not only for new businesses but also for businesses who may be new to a consumer — think new homeowners, for example. Every business can benefit from a testimonial.
There’s no denying testimonials are important for a brand, but a quick search of past columns reveals I haven’t written on the topic in three years. Thanks to Britney A. and Arlene for the reminder. Here are a few tips when it comes to getting and using testimonials.
1. Ask for testimonials: This is obvious, but it has to be said because a big reason businesses don’t use testimonials in their marketing is because they don’t have them. Be more like Britney. Her boldness reminded me that when you know you’ve done a great job don’t be afraid to ask for a great review.
2. Control the narrative: When Britney and Arlene asked for a review, they asked for a positive review. People never have to be reminded to write a review or speak to a manager when something has gone wrong with a consumer experience. Asking for a testimonial is a great way ensure some control over the information available to customers about your business.
3. Put the good words to work: The best part about testimonials is that they allow a company to take their word of mouth advertising and capitalize on it by using it in marketing efforts, and in some cases, proposals. A positive review won’t do any good if no one sees it. I can assure you that if the restaurant or rental car place were closer to one of our newspapers I would have followed up with a meeting to suggest that we take our testimonial and use it in a print ad. The only thing better than one dinner is two, and the only thing better than a great testimonial is one printed in a highly trusted, locally-owned community newspaper.
Do you have a testimonial you want to share with our readers? Contact me at ecaswell@mihomepaper.com.