Your Opinion Matters: Tapping into the Potential of Testimonials

When was the last time you bought something without doing any research—not even one quick online search, a text message to a friend or checking a consumer guide? In the digital age, all the information we need is instantly accessible, and as consumers, we expect quality products or events to have reviews readily available. 

Testimonials are a key part of the research process, where we can learn from one another about a service or product to help make the best investment decision possible. Recent studies show that 85% of consumers trust online reviews as much as personal recommendations. And it doesn’t change when it comes to big life experiences, such as which college to choose or which degree program to enroll in. In fact, the bigger the purchase, the more important the vetting process becomes. With the cost of college, the last thing you want is buyer’s remorse.

Why Are Testimonials Important?

Testimonials from college students offer an honest inside look at where prospective students might be going and the experience that awaits them. Who better to ask than the people who have gone through it? They can share what stands out and even offer a little insight into paths not taken and what they would have done the same or differently if they could go back in time. 

For colleges, testimonials build trust and credibility but also help showcase all the features and benefits their programs have to offer. For example, when browsing the testimonials for Herzing University, many current and former students mention the flexibility of the coursework and affordability as highlights of their time at Herzing. Others tout career preparedness and online options. For a prospective student who is navigating many options, seeing honest feedback can help them make the correct choice about what is best for their future, from the investment and schedule to career paths and overall lifestyle. 

How to Write a Testimonial  

Ratings and reviews are commonplace but that doesn’t mean all are created equal. There is a way to write a testimonial that succinctly and authentically presents your opinions without alienating or boring your audience. To write an exceptional testimonial, keep these tips in mind:  

• Keep it short. The testimonial is about your feedback and experience, not the first draft of your great American novel. Stick to the main message and clearly state your opinion without rambling. 
• Keep it relevant. Readers want news they can use. Highlight what is pertinent to the topic and concisely share your thoughts. 
• Be specific. Using descriptive words and emotions to highlight your message gives readers a more complete and authentic view of your experience, providing something concrete to use for comparison and information gathering. Have you ever been intrigued by “It was good,” or “It was fine” reviews?
• Highlight what is unique. Emphasizing what makes a college or program stand out is a helpful way to emphasize the aspects that will resonate with a student once they’ve enrolled. For example, you might say that while you enjoy the flexibility of online classes, having access to the professors for one-on-one discussion helps you connect more deeply with the subject. A prospective student might not expect to have that kind of access to their professors for online classes and that is information they can use to help inform their decision.
• Emphasize what is universal, not personal. Sharing the feelings and questions you had when you were a prospective student shows the reader what they can reasonably expect by making a similar choice. Say what you found valuable, what you found interesting, what you were glad you learned or did, and how your choice led to positive outcomes. This will help potential students, parents, or guidance counselors get a general idea of how your personal experience could translate to someone else. 
• Accentuate the positive and be gracious about the negative. Testimonials that are honest and objective are effective and informative but beware of the review that sounds either too good to be real, or too angry to be relevant. There will be ups and downs to every experience, and passing judgment without full context is not necessarily helpful to someone else. Give the right context, but allow your feedback to deliver an opinion, not a takedown. 

Testimonials are a great, low-stakes way to share your feedback and help others who were once like you, searching for answers to help make an important decision. Share your thoughts with the Herzing University Career Development Services team, online on your social media channels, and anywhere you think a future student could search for helpful insights. Everyone’s path is their own, and testimonials can serve as helpful guideposts.