Most people make the mistake of using testimonials word-for-word, as the clients have said or sent them. The problem with this practice is that clients are often long-winded, or the most powerful thing that they say is toward the end of the testimony–when their brains are warmed up.
Your audience–the people you want to see the testimonial–have the attention of goldfish. The testimonials you display should be short, sweet, powerful, and get the point across in a few sentences or less.
Here’s the way I’d advise you to rearrange your client testimonials, as I have grabbed from an excellent swipe formula from a file I keep on hand for copywriting (this formula was originally written in an Appsumo guide around three years ago, and I use it to this day):
Specific result or benefit customer got
+ Specific Period of Time
+ Accompanied Feeling
+ The Persons Name With their Stats
This formula should be used for ONE CLEAR benefit and positive outcome, at a time. Make multiple testimonials if your client has had multiple benefits and positive outcomes from your product/service/brand.
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BEST PRACTICES / STRATEGIES
- Remember that most people have the attention span of a goldfish on the internet. They’re more likely to read your testimonial if it stands out by itself and get’s to the point quickly. Try putting one testimonial by itself, at a time. Scatter them throughout your pages and make them big/bold and graphic. (For reference, look at the testimonial snippets on any of Neil Patel’s blog posts. ) But if you stack 5, 10, or more your reader is likely to gloss over the testimonial altogether.
- Another good practice is to take the top benefit of the testimonial, put it at the top of the testimonial and make it bold. Yes, even if your client said it in a different order. Consider this to be the “headline” of your testimonial, to get your reader’s attention.
- 100 testimonials that all say the same thing isn’t nearly effective as 10 touting a specific but different benefit. It looks more authentic and makes your product much more enticing.
- It’s common for top marketers and business owners to send out an email with a powerful testimonial, and then they explain what they did to get the testimonial. Ramit Sethi uses this tactic in almost every promotional email campaign he runs–it helps to overcome objections that readers are facing, in a proactive manner.
- A good practice is to have 6 or 7 testimonials spread throughout your site or page all touting different benefits and common objections people have about your offering or within your niche. This is great to have next to each actionable feature of your site (such as buttons).
- If people have no idea who the person is on the testimonial, find some authoritative or relatable fact on the individual who is giving the testimony. For example, “Here’s Why the #1 Agent In Texas Is Excited!” (then follow with testimonial). Or put directly below their name something like “Head of the Association of Realtors” …or “A $500,000 Project Manager”. You’ll see in the example above how this was done to add additional authority to the testimonial.
GETTING SNIPPETS FOR TESTIMONIALS
If you have clients who are willing to give you a testimonial but don’t know how to write one up, you can always send them a written interview or ask them the following questions in a private interview (make sure you record it): For the Prospect/Client/Student:
- What is your name and business?
- What problems were you facing before you found my product/service/brand?
- Did my brand provide solutions for the problems you were facing? How? Please be as specific as possible.
- Were there any unique challenges you needed to overcome? How did my product/service/brand help you overcome those challenges?
- What were your initial doubts or objections when we began to work together?
- How did my brand overcome those objections and doubts?
- What results did my brand help you attain?
- Describe the experience have you had with my brand.
- How did working with my brand make you feel?
- Did my brand go up and above your expectations? How?
- Do you see the relationship between you and my brand lasting a long time?
- Would you recommend working with my brand to other people? Why?
- How has using my product/service/brand changed your life?
- Is there anything you’d like to add for someone who might read your testimonial?
For the Partner/Affiliate/Fellow Industry Expert:
- What’s your name?
- What is your business?
- What are you most known for?
- How did you become affiliated with my brand?
- What sets my brand apart from other brands in my industry?
- What convinced you to partner/affiliate/promote with my brand?
- How does affiliating/partnering/cross promoting with my brand make you feel? How does it make you look?
- What would you consider the most unique thing my brand brings to my industry?
- How does my brand support your brand?
- What experience have you had with my brand?
- How did the experience make you feel?
- What results did my brand help you attain?
- Does my brand meet your expectations?
- How does my brand exceed your expectations?
- Would you recommend my brand?
- How has affiliating/partnering/cross-promoting with my brand changed your business and/or life?
- Is there anything you would like to add for those who may read this testimonial?
Once you have the snippets, you can use the testimonial formula at the beginning of this document to help you create a quick and compelling testimonial. Use only the parts of your interview that you believe are the most interesting, relatable, and compelling.
Remember! You can always make multiple testimonials out of interviews or long testimonials from customers. Don’t feel like you have to cram everything into one testimonial. Instead, it’s much better to have very specific testimonials, than to have testimonials that are too broad or all over the place.
Hope you learnt something out of this, let me know if you want me to review a testimonial. Just put it in the comment box and i would give my 2 cents on it!