Operations

Use Testimonials to Fill Bus Tour Seats

Jim Luff
Posted on September 5, 2019

Photos, videos, and written testimonials will help sell your service.

Photos, videos, and written testimonials will help sell your service.

You’ve created the ultimate wine tasting day, sports event, or concert trip that includes a single price at a great value. You can sing all the praises you want about your great service, buses, professional training, image, and company name, but the best comments come from clients you have served.

Why Testimonials?

The more prominent a person, the more a testimony can sway potential customers. When others share their personal experiences about being on a Kentucky Bourbon tour, it creates a level of credibility you can’t project on your own. Seize opportunities from those who compliment your service to your driver or bus host. Ask them if they would mind if you quoted their comments in future marketing materials. Most people will gladly do it. You should also snap a photo of the person. Photos add even more credibility to testimonials.

Written Testimonials

Wine tours are one event to grab photos of.

Wine tours are one event to grab photos of.

Once you receive permission to use someone’s quote, make sure you write it down exactly as they delivered it. Never add any comments. Always use quotation marks in printed material so readers know you are quoting a person. Always end the quote with a name. In some cases, you might want to include a title and company name. If you perform service for corporate retreats or outings, such quotes can help land future corporate work within your service area. If a person says so much you can’t write it all down, ask them to email you their thoughts. You can always paraphrase their words. Again, never add words to someone else’s testimonial. You can choose certain sentences that have the most impact and accurately describe the tour you are trying to sell.

Photo Testimonials

Photos of people having a great time will make others catch FOMO.

Photos of people having a great time will make others catch FOMO.

As mentioned, adding a photo to a written testimonial can add credibility and create a visual image that triggers the reader’s imagination. If you have scheduled a wine tour that includes a winery serving ribs to your passengers during the wine tasting, you can use a photo to illustrate this as shown in our example photo. If you add a written quote from a passenger such as, “The ribs were fantastic, the wine was awesome, and I can’t wait to go again,” the photo really conveys the package for you and reinforces that your wine tours are fun and provide great value. Use photos to tell your story with or without words.

Video Testimonials

Food is always a big draw.

Food is always a big draw.

A video testimonial provides a whole new level of interest. Videos have become all the rage on social media. People love to watch videos and it takes significantly less time to watch a video than to read a document. The quality of cell phone videos today is good enough for you to shoot them on your own. Ask your drivers to make testimonial videos at a tour destination such as a winery, distillery, sporting event, or other venue. Look for the person who is having the best time and ask if they would be willing to share a 30-second testimonial for marketing purposes. Never go beyond 60-seconds as people will lose interest before the video ends. Always tell your video subject how you plan to begin the video and what questions you will ask before you start. This allows them time to create a statement free from pauses while they collect their thoughts. See our spot-tips sidebar on recording a testimonial.

Recording Video Testimonials

  • Eliminate any excessive background noise.
  • Let your subject preview questions you will be asking.
  • Tell the interviewee you will ask the question and then press the record button.
  • Begin the testimonial by saying, “Tell us about the trip you’re on today and your experience,” and then start recording.
  • Tell them you only need 30 seconds, but let them talk for 60 if needed.
  • Have the person face straight into the camera at eye level.

Photo Approvals

  • Always make sure you get permission before using someone’s photo.
  • Obtain the names of each person in your photo and caption the photos.

Asking For The Testimonial

  • Ask a potential client if they would consider giving you a testimonial for marketing purposes.
  • Let them know it may appear on social media, your website, printed ads and brochures, etc.
  • Always obtain their name and contact information.

Great Ideas provides a broad range of information focused on new ideas and approaches in management, human resources, customer service, marketing, networking and technology. Have something to share or would like covered? Contact LCT contributing editor and California operator Jim Luff at [email protected]

Related Topics: marketing/sales, online reviews, operations, Sales & Marketing, selling techniques, smartphones, video

Jim Luff Contributing Editor
Comments ( 1 )
  • john michael

     | about 8 days ago

    Great story. Luff is a rock star with words!

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