3 Easy Ways to Make Your Testimonials More Powerful
Ah, the testimonial. There are few things more powerful in the conversion process than reading comments from real people stating, “Yes, I used this product (or worked with this company) and I highly recommend them.”
Unfortunately, many sites don’t leverage testimonials like they could. Instead of thinking about strategic testimonial placement, folks will upload whatever the client gives them and call it good. But if you want your testimonials to have a real impact, here are three tips to consider:
Use the testimonial author’s full name
We’ve all see testimonials like, “I loved this product – R.B. Oregon.” The problem is, people’s B.S. meters start flashing when they see initials rather than a person’s first and last name. They’ll wonder if “R.B.” is a real person…or if it’s a fake testimonial penned by someone in marketing.
Consider telling folks that you’ll need to print their full name in order to post their testimonial on the site. In all my years of doing business, I’ve never had anyone come back and say, “No, I’d prefer that you use my initials instead.”
Use “appropriate” testimonials for the target audience
Many sites have multiple target audiences – so doesn’t it make sense that the testimonials should be focused around whatever audience you’re targeting? For example, Constant Contact used to have separate pages for the main industries they service, and each page had a testimonial from that vertical. That’s much more powerful than, say, a real estate agent testimonial on the “non-profit” page – or a spa owner testimonial on the “sports and recreation” page.
Specifics sell
It’s great when a prospect says, “Thanks. You’ve increased my business.” It’s even better when they say, “You’ve helped us increase our conversion rates by 27%, which brought in over $50,000 so far.”
When you’re asking for the testimonial, ask for examples and stats – how did your work (or your product) make your client’s life better? What kind of conversion lift did they see? What specific improvements did they experience? When the testimonial provides details and tells a story, prospects will read it and think, “If this company was able to help these people, I bet they can help me too!”
Finally, what’s the best time to ask for a testimonial?
After you’ve done something that rocked your client’s world. According to the psychological theory of reciprocity, people are more apt to provide a testimonial right after they’ve see results. That is, since you’ve done something fantastic for them, they are more than happy to do something nice for you.
If you wait a few months, your awesome results have already faded in your client’s mind…and getting a specific testimonial (or sometimes, any testimonial) is more difficult.
Nicely stated. I had been requested to write some testimonies for members of one networking group. I agreed, however each one had to let me know the top two or three “specific sells” points before I began. Some seemed shocked that I would ask.
An example, was an attorney who settled an injury case for a family member, I thought the settlement was normal, however he needed the amount in the testimony, due to the amount of settlement was larger than most and very uncommon. I would never had known or put it in his letter if I had not asked and as you stated:
“When the testimonial provides details and tells a story, prospects will read it and think, “If this company was able to help these people, I bet they can help me too!—
Love the blog, keep up the good work and I would like permission to share with my networking group on Thursday, if you would not mind…
Leticia-
Thanks for the great example. You’re right about getting a “dear in the headlights” look when asking for testimonial specifics – many folks figure that saying something like, “This company is great and I enjoy working with the people” is enough to make an impact. Although that’s OK, including specifics can make a huge difference!
And yes, please feel free to share this post (and any other post you like) with your networking group. That’s great!
These are great tips, they seem obvious now you’ve pointed them out but I for one had not thought of them in that way before, especially the specifics part. Thanks!
Hi, Luci!
Thanks for your comment – and I’m glad that you found the post helpful. :) You are VERY welcome!