How to Get Compelling Testimonials That Do the Selling for You

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August 31, 2012
How to Get Compelling Testimonials That Do the Selling for You

When you’re considering purchasing a new product or service, do you look for “social proof”? Most of us want to confirm we’re making a good decision by asking a friend, looking at the online customer ratings, or reading the testimonials before we hit the buy button. Your prospective customers feel the same way.

Are your providing prospects with enough social proof so they can feel good about buying from you?

Testimonials are effective because they build trust. When you have real clients, sharing real experiences they’ve had with your product or service, your prospects begin to believe that they will have a similar positive experience. You can share all the benefits in your sales copy but testimonials always stand out as candid and unbiased.

So what kind of testimonials should you be using? Will just any glowing reference do the job? What about something like, “I love working with Sarah! I’m so glad I discovered her services and I’ll definitely work with her in the future!”

What could be wrong with such a positive recommendation? Yes it’s nice knowing that the client was happy, but it doesn’t provide enough detail to have any real impact on your visitors. Compare that with the testimonials I’ve posted on my website and you’ll see the difference:

A compelling testimonial that sells will…

Highlight the benefits of your product or service. It needs to get specific and tell visitors what your product or service can actually do for them.

Substantiate your claims with real-life examples. You want your testimonials to back you up by providing real life examples. Even better is when you include actual facts and figures like, “We saved 25% on our marketing budget.” Or, “We brought on 10 new clients using these techniques.”

Be from someone relatable. Can your target market identify with this person? If your market is made up of only dentists it might throw them off if the testimonial is from a chiropractor.

Feel credible and trustworthy. That’s why it’s best to use names, business names, website URLs and photographs along with your testimonial. This will put your visitors at ease because they’ll know the testimonial is authentic. You can take it to the next level by including audio or video testimonials.

Demonstrate the before and after. What was your client’s life like before they tried your solution? Did they try something else that didn’t work as well? Look for ways to set yourself apart from your competition.

So you see how a great testimonial has the power to convince even your most skeptical visitors that you helped someone else and can help them too. It can take some effort to get compelling testimonials but it’s absolutely worthwhile. Take a look at your assignment for suggestions on how to get quality testimonials from your clients that will do the selling for you.

As a pioneering and visionary innovator, Sarah is a certified professional image consultant and brand strategist, speaker, trainer and author. Her company, Illustra Business Coaching, provides leading-edge business building strategies for small business owners & entrepreneurs who wish to take their company to the next level.

Illustra Business Coaching
Copyright © 2012, Sarah Hathorn, AICI CIP, CPBS
This article may be reproduced only in it’s entirety, including the above bio.

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