Testimonials: a Powerful Marketing Tool

One of the most effective ways to build credibility and trust is by letting satisfied library users be heard. A visitor who is enthusiastic about your library can help "tell the tale." With no costs involved, adding testimonials in text format or through a short video is an economical, yet powerful method to inform others about the value of your library.

The effectiveness of user feedback depends on some guidelines. Testimonials are generally used in print form in your newsletter or they can be videotaped and added to the web site. They grab readers and encourage them to visit the library. Testimonials encourage viewers/listeners to see for themselves how great your library's services and resources are!

By using visitor comments, people learn what others in the community have found valuable. Get to know some of your happiest visitors and find a few who will voluntarily express their delight either in written or video format. You can build a portfolio of positive feedback that can be developed further into a testimonials page.

• Choose comments that are positive, well written and enthusiastic.
• The best comments are in the customer's voice.
  Try to attribute the quote to a person's full name to add credibility.
• Be sure to acquire permission to use a customer’s quote in your testimonials section.
  I have read that between 5 and 10 testimonials is a good number. That is enough to have some variety and show some different perspectives without it becoming too long.
• In using video, be sure to work with a volunteer who comes across in a relaxed, positive, articulate manner. There can be several takes before you capture the essence, so practice before the camera rolls. However, editing is easy and can be done afterward for a polished production. [Music and other images can be added using software such as MovieMaker].

You may already have developed a catchy phrase or tagline or slogan to promote your library, but a satisfied user's personal recommendation can really pique the interest of even more visitors to your library!

Good Public Relations Focuses on the Basics

This summer, selected journalists participated in a panel discussion at Public Relations Society of America's Digital Impact Conference in NYC. The panel covered many topics and one burning question was on the minds of many attendees. They wanted to know how to make their stories stand out when they are competing with an overwhelming volume of information and social media outlets directed to news gatekeepers.

The panel agreed that a good story idea is always welcomed. They also said that PR and marketing professionals need to refocus on the basic principles of good public relations: building relationships, knowing a reporter's beat, writing short, concise pitches for stories and pitching legitimate news.

Here are a few ways you can build relationships with your local news reporters:

• Check your library's Web site and be sure your name and personal e-mail address is easy to find for reporters to find you when they need to make contact.


• If that isn't an option, be sure the library's reference desk number and/or "chat with a librarian" is easy to find on the Web site so the reporter can quickly find you via help from another library employee.


• If you provide a video with a pitch, be sure it enhances the story and is of good quality.


• Return a reporter's call as soon as possible as he/she is normally working under a tight deadline.


• Write news releases that are short and to the point, using AP style throughout.