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Growth Tip #22: The Robust Customer Testimonial

Have you ever been at a party with a ‘Me Monster’? You know the guy or girl who’s just talking about how amazing they are, the awesome things they’ve done, etc “me, me me!” It all sounds great and impressive but then you lean over to the person next to you and ask, “Is this all true?” and they reply, “Nah, I’ve known ‘Me Monster’ for 10 years, and he’s exaggerating 100%,” and just like that your attitude and opinion of the me monster drops to “never believe this guy/gal again” status.
 
The point of the story is you can spend all day bragging about how amazing your business, product, or service is, but when it comes down to it, if you don’t have a third party to corroborate your claims, no one will believe you. This is where customer testimonials come in. Third party testimonials are more likely to influence a visitors decision to move to the next step than anything else, more so if the testimonial is from someone just like them (i.e., an agency owner testimonial will be more powerful to a visitor who is also an agency owner).
 
Now everyone and their dog already knows the power of testimonials. They all include those on their site and as a result, they are starting to become less effective, which is why you need to go the extra mile and create a robust customer testimonial in the form of case studies, videos, blog posts, or infographics.

How to execute this growth tip

1.

Review your list of customers and pick out the top 10 you know are raving fans or have had amazing results with your product or service. Select a medium to present testimonial (video, text, blog post, case study, etc.). Feel free to ask the customer which they would prefer since some people are super camera shy but would instead love to do a podcast recording.

2.

Create your outline for the case study/testimonial. Great case studies typically lead with a hook, open with the problem, tell the story of how the problem was solved, and list metrics showing results. The more story telling you do, the more engaging and believable it will be. In other words, don't write this like a Harvard case study. Ask your customer to review the outline and to provide feedback, details, and approval.

3.

Write up the final draft and post it live to your website. Then promote it. Email it to your list. Publish it on social media. Give it to your sales team to use.


PRO TIP: Do a phone interview with your customer instead of asking them to write a testimonial. Writing is hard and most people are just too busy to write up a testimonial, but they will take 5-10 minutes to talk to you about their experience which you can then transcribe and convert into a case study. As a bonus, you have sound bites you can use as well! If you recorded the call, say via Zoom, you can use the video snippets too! Be sure to get permission from your customer first. 


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