Imagine going to your local business fair.
You’re hoping to pick up one or two new clients.
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I love talking to people. But I hate selling my services.
Now, imagine your favorite client joining you to the fair. You bring a book along to read because you don’t need to do anything. Your client does all the talking. And at the end of the day? She’s persuaded a handful of visitors to hire you.
Selling becomes easy when others vouch for your services
Powerful testimonials add credibility and boost your persuasiveness. They sell your services for you, so potential clients become eager to work with you.
It’s a pity that most testimonials online suck. I’m sure you’ve read ineffective testimonials:
- Henneke is a wonderful teacher.
- I’ve learned so much from Henneke!
- The workshop Henneke organized was fab.
*Bleergh*
These testimonials are far too sugary to be believable. They don’t help to sell a service. Not at all.
Want to know how to write compelling testimonials instead?
Testimonial tip #1: Demonstrate a benefit
How does your service improve your client’s life?
A persuasive testimonial demonstrates what impact your service has had on a client. It shows potential clients why they should care about hiring you, too.
Here’s an example of how Blazen Web Marketing transformed a business:
Their work on our website and Internet marketing has made a significant different to our business. We’ve seen a 425% increase in quote requests from the website which has been pretty remarkable – but I’d always like to see more!
This testimonial for Case Study Buddy shows how they transform a daunting task:
Writing case studies was a daunting task for us. We didn’t know where to begin or what questions to ask, and clients never seemed to follow through when we asked.
Case Study Buddy did everything – with almost no time or effort for me! The best part was that I could completely trust their team to represent our company professionally with our clients.
To get a persuasive testimonial, ask your customer why they wanted to hire you. What was the problem they were struggling with? Then ask them how you’ve helped. What impact has your work had on them?
The easiest way to structure such a testimonial is to write a Bp304114Stw 20L Blue Wars Daypack Melange Star 28 cm Backpack Solo Han Orange Casual YqgwBHC.
Testimonial tip #2: Overcome objections
Demonstrating how you help clients is only part of your selling job.
Shoulder Pockets Q0748 Bag Soft Handbags Dissa Women Grey Multiple Leather To get hired, you also need to overcome objections. For instance: prospects may think you’re too expensive. Or they don’t trust you. Or perhaps they think they don’t need to hire an expert because they could do the work themselves. Such objections may stop them from contacting you.
This testimonial for ON messenger BIG Bag Purple Ladies a NICOLE Clutch DORIS bag sale Purple handbag small Envelope crossbody shoulder amp; mini EqxwFwCPH refutes the objection that the company might just be talking to talk:
When it comes to digital marketing there are loads of commentators that talk a good game, but Sonja and Sharon help you make it happen. They have enabled me, coached me and given me the confidence to share Wealth Horizon’s story widely. It’s engaging customers and industry commentators alike, and bringing our new business great results.
This testimonial for sales email experts SalesFolk demonstrates why you do need to get their expert help:
As a sales gamification company, we were skeptical to work with a consultant to optimize our sales emails, but Salesfolk was highly recommended by many other Y-Combinator startups we knew. Salesfolk helped us run a ~6 week email campaign that brought us more leads than we had ever seen for a single effort.
And this testimonial for my business blogging course helps overcome the “too expensive” objection:
The price tag of Enchanting Business Blogging was hefty. Would it be worth the money?
I can confirm that it definitely was.
The course covered a lot of information, delivered in concise chunks that were easy to absorb. The structure was clear, logical and effective. Henneke has obviously put a lot of thought and expertise into designing it.
But it wasn’t just about the new knowledge. The main benefits came from doing assignments, receiving individual feedback and interacting with Henneke and other participants.
This format gave me the confidence to implement new techniques on my blog immediately, in contrast to my past failed attempts. I didn’t just learn “how” to write – “what” and “why” also became much clearer.
Everyone hesitates before spending money. Persuasive testimonials overcome such hesitations because they demonstrate how others overcame their objections to hiring you.
To write a persuasive testimonial, ask a client why they were hesitant to hire you. Then ask to explain what their experience was with you.
Testimonial tip #3: Be specific
The easiest way to make your testimonials less sugary and more credible is to focus on details.
This testimonial for Unbounce clearly demonstrates their value to a business:
We were able to test our way from a 5% conversion rate, all the way up to 20%. Without driving any more traffic, our client is getting four times the leads that he was getting before.
Can’t measure the impact of your work? Or perhaps your client doesn’t want to share figures? Your testimonial can still be specific. The following testimonial for my Enchanting Copywriting course includes specifics on what was learned and what the result was:
I signed up for Enchanting Copywriting hoping to improve my business website …
But I left with vastly more.
I learned how to write specifically for my niche. I learned writing formulas I can apply to anything from a simple email subject title to a full blown ebook. I learned how to use content to engage web visitors and get them on my email list, so I get an opportunity to sell our Point of Sales services (which is not a quick buying decision).
I’ve published the new copy on my website; and it has already increased both calls and leads coming through the web form. I can’t wait to start writing my email series, which I’m sure will further help grow my business.
Not only was the course both fun and challenging but Henneke’s direct feedback for improving my writing was invaluable. She has a calm and logical method of teaching that truly connected and inspired me. I can’t speak highly enough of this course.
To avoid sugary and ineffective testimonials, make sure to include specifics. Check out these 6 questions recommended by Sean d’Souza, and be sure to ask your client to give examples and to explain exactly why she liked working with you.
Testimonial tip #4: Use the selling power of testimonials
tone Cufflinks Clip Northern Engraved Flag Gift Gold Money Territory Set nxfP6tToo many websites hide their testimonials on a dedicated page that get rarely visited.
To boost the selling power of your testimonials, integrate them with your sales copy everywhere:
- On your home pageGrey cm Backpack SAMSONITE 15 Anthracite Daypack KLEUR Grey Grey 6" Casual LAPT Anthracite Grey 0 vqOqRZw
- On your about page
- On your service and product pages
- In your sales emails
- On LinkedIn
Don’t be afraid to ask
Asking for testimonials seems hard.
I’ve been there, too. Why bother a client with such a request?
But I was wrong.
Most clients are delighted to help you with a testimonial.
So, next time you finish a project, ask your client whether they’re happy with your services and whether they’d recommend you to other people.
Do they say “yes?”
Ka-ching! This is your opportunity to get a persuasive testimonial. And win more clients.
Recommended reading on writing business content:
How to write a business manifesto
How to write a sparkling About page
How to craft a tagline for your business
Andrew M. Warner says
Superb stuff here Henneke,
You’re absolutely right about testimonials. They’re much more powerful when they share something specific. There are times when the generic ones work too, but you would want each testimonial to be super specific if you charge a high price for a product or service.
Dissa Women Q0748 Handbags Leather Soft Grey Bag Pockets Multiple Shoulder What’s your position on using pictures and their full name? Or even video testimonials?
I think those would help convert a lot more people and get more clients.
Great stuff here as usual.
– Andrew
Henneke says
Generic testimonials can work – especially when they’re from well-known people. They’re like endorsements. They have a similar effect as displaying logos of well-known companies that have hired you.
And yes, a full name plus photos are useful. Also, include their role and company name. These are also specifics that can boost your credibility.
There’s no doubt many people love video testimonials. They certainly feel authentic.
Alfred says
Yes, that’s fine Henneke, but it’s the customers that must write the testimonials, not us.
Henneke says
You can help clients write the testimonial. Send them a list of questions (or interview them over the phone). Then use their answers to write the testimonial in their words. Get their approval for the testimonial before publishing it.
Here’s a useful list of example questions: http://www.copyblogger.com/testimonials-part-2/
This is a little more work for you, but the testimonial will be more persuasive – especially if your client isn’t a confident writer or doesn’t understand what makes a testimonial compelling. When you simply ask for a testimonial, most clients will provide a sugary testimonial that’s less effective.
Irina Bengtson says
“When you simply ask for a testimonial, most clients will provide a sugary testimonial that’s less effective.”
Yes, that’s exactly what I got, ones asked some clients for their testimonials.
And yes, most of the them didn’t know how to write them. And I didn’t’ really know how to help them. Until now.
Thanks a lot, Henneke. Both for the article and the useful link here.
Henneke says
Great! I’m glad you found this useful, Irina. Asking specific questions or giving people detailed guidance on how to write a testimonial can make a huge difference. The testimonials become like mini-case studies. Far more persuasive than those sugary testimonials
Oliver Warnes says
Thanks for this article,
I always think it’s a good idea to try and get your customer to answer common sales objections with their testimonials. You have to be very specific with your testimonial questions but, it makes the responses that much more useful.
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Thanks
– Oliver
Henneke says
I agree that video testimonials can be a great addition to written testimonials.
A lot of suggestions in this article are applicable to persuasive video testimonials, too. But I’m not a video expert, so prefer to write about written testimonials.
Thank you for stopping by and adding your thoughts, Oliver. I appreciate it.
V.Lewis, Writer says
Henneke,
You’re right! Starting out, we need and greatly value those testimonials but I sometimes feel awkward asking. Your post gave tips on how to ask and what to include in an effective testimonial. And it goes both ways: now I know how to give an effective testimonial for coaches or freelancers I hire.
Thank you!
Vanessa
Henneke says
Yes, so true – it works both ways. Write good testimonials for people you hire, and ask the right questions to get good testimonials for your own work.
Thank you for stopping by, Vanessa!
Wayne Lamarre says
Hi Henneke, great point about not hiding testimonials on a low traffic page. I’ve just baked in asking for testimonials in my off-boarding process and am having my clients do the same.
Another great post.
Thanks,
Wayne
Henneke says
Great to hear you’re asking for testimonials as standard!
Thank you for stopping by, Wayne. I appreciate it.
Kathy says
This is really helpful. I’ve had people offer to write testimonials and when they asked for guidance I had no idea what to say. I’ve taken notes…I have a testimonials I want to write. ?
Henneke says
Let me guess …. is it for a blogging course?
Singaravelu A.P says
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My testimonial to you is you are gifted with word power and sketch power
I mean the drawings.
Thank you for yet another super article for us to practice in our tasks.
Henneke says
Thank you for your testimonial!
Saleem Rana says
Thank you! I’ve used testimonials with success, but I can see now how I can improve them even more.
Pockets Bag Dissa Handbags Leather Women Grey Soft Multiple Shoulder Q0748 Henneke says
Handbags Shoulder Leather Soft Women Multiple Q0748 Grey Pockets Dissa Bag Great! I’m glad you’re already on the right track, Saleem.
Love the way you introduced this topic…the #1 most neglected piece of copy! And you are right. I’ve started creating guidelines for my clients to ask *their* clients for testimonials. I edit testimonials when I write copy for websites and sales letters, but you need to start with something more than, “He is such a nice guy” or “The course was interesting.”
I’ve found that some people are reluctant to offer testimonials, even when they acknowledge they’ve gained a benefit. I attribute that to feeling insecure: they had to acknowledge they sought help for something they felt they should be able to do.
Henneke says
Yes, so true. Editing a poorly written testimonial is so frustrating. If there’s no specific information, it’s impossible to turn it into a persuasive testimonial.
It’s a real pity when people are reluctant to give testimonials. We can make it as easy as possible for them by doing a short interview and writing the notes, but we can force people to provide a testimonial.
barry says
Hi,
The testimonial for Valuable Content makes me want to hire them. It’s great. I now know what to say when asked. Those six questions are also a great way to get to know your audience better. Thanks as always.
I read all your posts but sometimes my comments don’t make it through.
Henneke says
I know Sonja and Sharon, and they’re a great team!
Do you mean your comments get stuck in the moderation queue? (I’d like to know if that’s the case) Or do you mean that you don’t always have time to comment? (Don’t worry about that. I’m grateful when you do make the time to stop by!)
Mark Crosling says
Good actionable advice in your article Henneke. I agree that it’s a most underused piece of sales content, but difficult to ask for. I see a number of sites relying on logo’s for the companies they’ve done work for.
As a side note, just love your Ka-ching! (a well placed exclamation mark btw). I use the term but I’ve never seen it written before. I have a friend in KL that has a water dispenser machine and I call it her ka-ching machine – it chews up coins and drips out water.
Enjoy the week
Mark
Henneke says
The logos can be a good alternative. You can even put that in a contract, so the client agrees upfront that you can use their name and logo on your site.
I don’t even know where I read Ka-ching first. I wonder whether it originates from comic books?
Henneke, people write me lovely compliments a lot. When I ask them if I can use their words as testimonials, how do I go about it? Should I ask them to rewrite it just for me, asking the questions you’ve mentioned above? Or should I simply take what they’ve said from the heart? And if I rewrite it, should I okay it with them before I publish it? Thanks!
Henneke says
Yes, when they send you a lovely compliment, ask them whether they’re happy to write a testimonial for your site, and suggest that they include perhaps more details of what the experience with you was like and what impact it has had on their website or on what else you’ve done for them. (Check out potential questions here: http://www.copyblogger.com/testimonials-part-2/ You don’t have to ask them all, and you probably want to re-phrase them to suit your situation).
Multiple Shoulder Leather Dissa Women Handbags Grey Soft Bag Q0748 Pockets You can see the testimonial as an expansion of the original compliment – you can still include those words that they’ve said from the heart.
If you edit a testimonial (other than correcting a typo), then I would always okay it with them before publishing it.
Teri says
Dear Henneke, you played a big role in improving my writing style. I am starting to get it and keep improving. Thank you for writing such good articles and demonstrating them with real examples. I find them very helpful.
Henneke says
What a lovely comment. Thank you, Teri!
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Getting a good review is itself an art. Probably, many of the company lacks that. Many of the shoddy company write their own testimonial which is clearly visible from the testimonial itself.
Henneke says
Yes, writing your own testimonials is not really ethical and as you say, it almost always shows. A bad idea!
Hugh Barnsley says
Thank you for your testimonial guidance. Reminding me of he importance, efficiency, and effectiveness of testimonials has reminded and inspired me to focus on securing such for my services.
Henneke says
Great! Good testimonials can make a big difference in sales.