While most people know the value of client testimonials they often miss the opportunity to get great testimonials, designed to help them make more sales.
You don’t want to end up with ‘nice-guy’ or ‘nice-gal’ testimonials that say ‘nice’ things about you but fail to show others why they should do business with you as well. After all that’s the point, isn’t it? To attract others who are looking for the same results?
So, what you really need is results-based testimonials that are written in first person. Or you can use a case studies which are pretty much the same thing only they are written in third person. I recommend you have a mix of both types because that will add variety.
Think of testimonials as a short ‘before and after story’ or ‘once I was lost….and now I’m found’ and you’ll quickly see that it’s not all about you!
Like all good stories there’s a structure and the good news is there are only 3 sections to structure a winning results-based testimonial or case study.
Here they are…..
Describe their problem or challenge before they began working with you (this is the before story).
How bad was it? And don’t hold back – these are real life situations so the worse the problem the better!
What did they learn or do as a result of working with you?
Take care here not to reveal the specifics of what you did with your client or you run the risk of people thinking ‘I already know that’ – you don’t want them to have that reaction. Rather you want to have them thinking ‘how did she do that?’
The end result (this is the after story)
What got to happen for your client as a result of what they learned or did after working with you?
You need to make this as quantifiable as you can. You can put a figure or percentage on almost anything so always use measurable, specific results in your example.
Here’s an example using a professional organizer who we’ll call Sally, of what you’ll achieve when you put it all together.
“My office was in such a mess I couldn’t find anything in a hurry. So I was wasting a lot of time and energy. I certainly didn’t want to bring my clients there because I was too embarrassed about the clutter.
Thanks to Sally’s organizing skills I learned how to quickly clean up the mess as well as how to get and stay organized so I won’t slip back into bad habits. It’s so much easier than I could have imagined.
Now, I can put my hands on everything in less than a minute, my productivity has gone up by at least 50% plus I’ve seen a welcome jump in my revenue of $5,000 this month.”
My tip is to ask all your clients if they would like to help you by providing a testimonial. People love to help other people and I’ve never been refused.
You can make it easy for them by giving them these guidelines or better still, offer to write it for them for their approval. This will save them time and effort and guarantee you get a winning testimonial to help you make more sales.
You can never have too many results-based testimonials and you can exploit all the mediums of written copy, audio and video to power up your marketing.