How to Gather and Utilize Testimonials Strategically
Testimonials are gold mines for credibility. But are you using them strategically?
Here’s how testimonials get underutilized.
They don’t showcase the right information
They’re not written with buyer psychology in mind
They’re not featured often enough
Chances are, you probably need to put a little more effort into your testimonial strategy.
How to Use Details In Your Story to Make It Juicier.
What information needs to be featured in a testimonial?
Testimonials need to be short stories with a setup, a challenge, and resolution. You can typically get that information by asking the right questions. Here are a few I like to include in testimonial forms and interviews:
Tell me about where you were in your project that made you decide to reach out to me.
Example Answer: (the setup)
“I’d been wanting to remodel my kitchen, but I just didn’t know all the pieces and details I needed to think through to make sure it had everything that would match my vision and the functionality I want.”
How was I able to address your problem?
Example Answer: (the challenge)
“You helped me find and think through my inspiration to understand what type of cabinets, appliances, placements, and hardware really stood out to me and make decisions that aligned with what I really wanted. You also translated everything I wanted in construction terms to the general contractor.”
How would you describe your kitchen (setting of the challenge) now that it’s complete?
Example Answer: (the resolution)
“It’s better than I could have imagined. There is no way I could have created this look and functionality without your help! I’m so glad we collaborated!!”
What would you say to someone who’s on the fence about working with me?
Example Answer: (the transformation)
“You will not regret working with her! She will help you pull ideas out of your brain that you didn’t even know existed and validate your vision. Also if you need someone to boss around your contractors - she’s your girl!”
What Buyer Psychology Do We Need to Keep in Mind
When prospects are looking at your website, reading your emails, or hovering on your social media, they’re on the threshold of deciding whether or not they’re going to work with you.
Two aspects of buyer psychology are at work here:
Confirmation bias: because subconsciously, they’re looking for reasons to prove that your product or service is exactly what they’re after. This is especially true for emotional buyers.
If you know what your prospects are looking for, feature testimonials that can check the box for your prospects.
Objection Removal: If your buyers are more logical, they’re going to look for information that removes they’re objections.
Here are some common objections prospects hold in the back of their minds:
Price Point
Turnaround time
Availability
Quality
Quantity
Expertise
By featuring testimonials that speak to these objections, you’ll build trust with your prospects.
How Often Should Testimonials Be Featured
Just like any marketing, repetition is always a good thing.
The more you share a testimonial, the more memorable it becomes.
Testimonials need to be featured heavily in sales content - think sales pages, launch content, and product pages.
Any time you make a promise about the transformation your product can provide, it’s time to feature testimonials that show social proof of that promise.
Want to learn more about how to gather and leverage testimonials so that they sell your products for you?
Check out the Brand Messaging Kit where I give you templates for email swipes, questionnaire forms, and strategies for how to gather testimonials that will make your products and services stand out in your industry!
