A good testimonial (and I'll define that in a moment) has tremendous power to motivate prospective clients to purchase your product or try your service. And with my step-by-step guide to powerful testimonials, it couldn't be easier.
A great testimonial will motivate a prospect to:
• Identify with your client's experience
• Believe that the testimonial was written by a real person
• Overcome skepticism about you and the results you will deliver
• Want the specific results you can provide
• Believe that the testimonial was written by a real person
• Overcome skepticism about you and the results you will deliver
• Want the specific results you can provide
In other words, a great testimonial inspires a prospective client to take action! When a prospect reads a great testimonial about you, they will:
1. Identify with your client's experience
Great testimonials are written from the perspective of your ideal client. Readers should recognize themselves in the verbiage, seeing similar demographics, similar need, or both. Ideally, your reader will recognize that the author of the testimonial faced the same challenges and desired the same result as the reader does, a powerful connection and incentive to continue learning about you and your solutions.
Great testimonials are written from the perspective of your ideal client. Readers should recognize themselves in the verbiage, seeing similar demographics, similar need, or both. Ideally, your reader will recognize that the author of the testimonial faced the same challenges and desired the same result as the reader does, a powerful connection and incentive to continue learning about you and your solutions.
2. Believe that the testimonial was written by a real person
I don't know about you, but I'm highly suspicious of testimonials that don't include the writer's full name, include only their initials, or, worse yet, don't identify the author at all.
I don't know about you, but I'm highly suspicious of testimonials that don't include the writer's full name, include only their initials, or, worse yet, don't identify the author at all.
To let your readers know that the testimonial did indeed come from a client of yours, identify the author by including some or all of the following: full name, company, city, website, and/or a photo. If you crave the latest technology, include audio testimonials on your website, direct quotes from your clients to your readers.
3. Overcome skepticism about you and the results you will deliver
If you know that price, location, or competition is a stumbling block for potential clients, feature a testimonial that addresses that doubt head on! Your reader will "see themselves" in the testimonial, and read how their exact concerns were addressed and overcome. Such testimonials can be even more powerful than ones with all positive verbiage. For example:
If you know that price, location, or competition is a stumbling block for potential clients, feature a testimonial that addresses that doubt head on! Your reader will "see themselves" in the testimonial, and read how their exact concerns were addressed and overcome. Such testimonials can be even more powerful than ones with all positive verbiage. For example:
"I was attracted to the topics offered in your teleclass, but I was hesitant to pay what I thought was a high cost. I'm on a tight budget, and it seemed like an extravagance I could do without. But within the first week of class I could see that the tuition was a small price to pay for the client-attracting tools you shared with us during each and every class."
Powerful testimonials speak directly to your ideal clients' greatest challenges and goals. Prospects will be compelled to investigate further when you directly address what is most important to them.
4. Want the specific results you can provide
Great testimonials are all about the tangible results that you deliver, and not about abstract generalities. And, of course, the results must be of importance to your ideal client!
Great testimonials are all about the tangible results that you deliver, and not about abstract generalities. And, of course, the results must be of importance to your ideal client!
Great testimonials are first-person accounts detailing how the user improved after experiencing your product or service. Note! The testimonial is NOT about you, but rather the specific results the client achieved after a session(s) with you.
It may sound counterintuitive, but your best testimonials will likely focus heavily on the writer rather than on you and your company. For example:
"I'd been suffering with sciatic pain for 5 years when I first signed up for a body-energy session with Alexandra. Before that I'd tried half a dozen different modalities and had resigned myself to living with the discomfort. I was most pleasantly surprised when I realized that, after my first session, my sciatic pain was almost completely eliminated! I'm now on a regular regimen of sessions and I'm able to resume activities I long missed, like gardening and hiking!"
So now you know that a great testimonial inspires prospects to Identify, Believe, Overcome Skepticism, and Want. But how exactly do you inspire happy clients to write great testimonials for you?
Here are five easy steps to guarantee that you receive great testimonials from your clients.
Step 1: ASK
Do you lack testimonials because you don't ask each and every client if they will provide one? As I’ve already shared, people WANT to share their experiences, and you deserve testimonials for the great work you do!
Do you lack testimonials because you don't ask each and every client if they will provide one? As I’ve already shared, people WANT to share their experiences, and you deserve testimonials for the great work you do!
Step 2: KEEP a written record of the results your clients are achieving because of your products and services.
For instance, I end each coaching session, class, or retreat by asking participants, "What insight or value became apparent for you today? What's the greatest benefit you received from today's session?"
For instance, I end each coaching session, class, or retreat by asking participants, "What insight or value became apparent for you today? What's the greatest benefit you received from today's session?"
Such inquiries encourage clients to reflect on the value they are receiving as well as create a written record of specific and tangible benefits. It's a snap then to retrieve this information when it's time to request a testimonial!
Step 3: SEND an e-mail (my preferred method) to your clients requesting a testimonial and include the specific benefits you tracked in Step 2 above.
They'll really appreciate not being faced with a blank piece of paper when it comes time to write a testimonial, and your response rates will greatly increase!
They'll really appreciate not being faced with a blank piece of paper when it comes time to write a testimonial, and your response rates will greatly increase!
Request approval to edit only for grammatical clarity, such as tense and punctuation. And always send the author a copy of the final version you intend to use in your marketing. They should give their final approval before the testimonial appears on your website or brochure!
Step 4: THANK your client personally for taking the time to write a testimonial for you, and let them know when and where the testimonial will appear.
Step 5: CONTINUE asking for testimonials, particularly for new products, skills, and services you offer.
Periodically update your website's Testimonial page to highlight your newest offerings.
Specific, tangible benefits are the key!
Periodically update your website's Testimonial page to highlight your newest offerings.
Specific, tangible benefits are the key!
If you're relatively new in business and don't yet have many testimonials from paying clients, I have this suggestion while you are starting out.
Using the five-step process I outlined above, ask for testimonials from individuals who have experienced your services for free or at discounted rates while you were starting up. Use these as you continue to build your business and add to your collection of testimonials.
It's a cyclical process!
If you are business savvy, you'll ensure a steady stream of customers by asking for great testimonials that will help you attract new clients, who will, in turn, sing your praises to your future customers.
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