There’s nothing like the feeling when you get testimonials from real-life customers.
You can use these powerful snippets to convince even your most skeptical prospects to do business with you for the first time.
Testimonials show prospects how real people have used your product or service to get real results.
Testimonials break down your prospect’s defenses because they’re easy to believe, especially compared to regular marketing copy.
Testimonials come from a customer — someone who is just like the person who’s reading your page.
- How can you ask for testimonials?
- How should you ask for them so you get testimonials that work?
- How should you format your testimonials?
This post will answer these questions one by one, and I’ll use testimonials I’ve gathered as examples.
To get testimonials easily (and automatically), grab The Testimonials Automator.
Testimonial formats: The Online Standard
When you think of testimonials, your first image is usually something like this:
This is a standard long-form written testimonial, but it includes some important elements.
First off, there’s a story element that’s easy to follow. Nancy talks about what her situation started as, and how interacting with the product changed her situation.
When you get testimonials that tell a “transformation story,” your prospects can see themselves using your product or service.
The testimonial also features a photo of Nancy, and the name of her company.
In an age where we read stories about manufactured reviews and paid testimonials, having a photo and company name help prove that the testimonial is real and trustworthy.
Get testimonials that tell your story with these questions
One way to elicit a good “transformation story” from customers is to ask them a very specific set of questions.
With a nod to Sean D’Souza’s post on Copyblogger.com, Six Questions to Ask for Powerful Testimonials, I asked the people featured here these questions:
- What was your situation before you purchased the course?
- What was the core problem you wanted to solve?
- What hesitation did you have about purchasing the course? Were you reluctant about anything?
- What results did you get from the course?
- What are three specific features you enjoyed about the course?
- Would you recommend it? If so, why?
And as an optional question, you can ask:
- Anything else you’d like to add?
I let people know that they could pick and choose from the list above, and didn’t have to answer each question.
Asking questions similar to this will help you get testimonials that feature a nice story arc — “Here’s where I started, here’s what I did, here are the results I got.”
And because people love stories, your testimonial will be more pleasant to read, or — as we’ll see below — to watch.
Keep a steady flow of fresh testimonials on hand when you grab my FREE Testimonials Automator.
Testimonial formats: The Video Response
Whenever you can, ask happy customers to create a video testimonial. These are incredibly powerful!
Your prospects can look your customers in the eye and hear them describe their experience with your product in their own words, with body language, facial expressions, and voice inflection all helping to support the story.
For more on creating effective video testimonials, take a look at this resource:
Testimonial formats: The Before and After
Another powerful element to feature in a testimonial is a “before and after” view of the results your customer was able to achieve.
If your product or service gives your customers a physical or visual transformation that they can show, your prospects will be able to see the results you offer with their own eyes.
In this testimonial, Alison Cummings shares how she completely transformed her offering, starting with who she was targeting, to her company name and website.
The examples Alison provides prove the transformation:
Bonus tip: Get testimonials and keep them organized
Promise yourself that you’ll get testimonials after every product you launch, service you offer, or course you teach.
If you do this diligently, you’ll begin to build up a bank of testimonials you can use whenever you’re putting together a sales page, an email campaign, or a series of ads.
To keep testimonials organized and easy to find when you need them, select a single location where you’ll file them. This could be:
- A Google doc
- An Evernote notebook
- A Word doc
Be sure to ask for a headshot from customers who provide especially good testimonials. Get permission to use their words, too.
Note: this article was originally published May 15, 2013 and has been updated with new information.
To make getting testimonials easy (and automatic), grab The Testimonials Automator.