Testimonials are like a high-wire routine. They can be balanced and captivating — but too far one way or the other and they are a disaster.
Best case scenario: They provide potential customers with valuable insights into the quality of the products or services offered by the business.
As inspired by Donald Miller, these are the questions that I ask when wanting to get an authentic, compelling, TAKE ACTION testimonial:
What was your absolute biggest challenge prior to working with me? (Or purchasing/joining/attending?)
How did that challenge make you feel?
What changed after working with me?
What specific results can you share?
What would you say to somebody curious about working with me?
Anything else to add?
Do you grant permission for us to feature your company and this testimonial in our marketing materials? (Don't get in hot water by ignoring permission).
As important as WHAT to ask is HOW to ask.
How to ask for a testimonial:
Ask immediately after business concludes and your client experiences success.
Ask in response to praise. When someone thanks you or tells you how much they appreciated working with you ask them if they would mind sharing that information in a review.
Make it EASY for them to provide the testimonial, (ie: provide a link to Google if it’s a Google review).
And finally:
Chef’s Kiss Details:
Include first and last name, title, and photo, (The photo — either professional or candid — goes a LONG way).
Short-form video is the future of everything — including testimonials. Upwards of 89% of marketers believe that video testimonials may be their strongest form of marketing.
If someone is struggling to offer a testimonial ask this one simple question: What is the one thing you would tell someone who is on the fence about working with me?
Testimonials can be powerhouses of social proof
By using testimonials effectively, you can harness the power of word-of-mouth marketing to fuel success and a loyal customer base.
What would you add?
Happy Marketing!