How to Create Sensational Customer Testimonials in 4 Easy Steps

Testimonials provide social proof that business owners are trustworthy, professional and offer great value. They are singularly the most important element to use on all advertising and marketing materials, including websites.

By building trust and confidence in you or your organisation, testimonials do more heavy lifting than any copywriting or advertising could achieve. Most people are sceptical of anything that looks, feels or smells like they're being 'sold to' so having other people tell your story is a powerful way of getting your message across.

The more you can help your customers provide 'expert testimonials', the more credible you'll become and the more you'll confirm with existing clients of the great services or products you provide.

Unfortunately, most testimonials lack clarity and detail. Statements like 'great service' - unless you're in the restaurant industry - don't reveal much about what you really do for your clients.

Create a template for clients to follow; or, write the testimonial yourself using the following criteria and ask your client to endorse it.

This makes it easier for your client, makes you look more professional in your approach and saves both of you time.

In return, always offer to support your client's business by providing a testimonial using this formula for them.

Step 1

• Identify your client's major problem that you solved. Be specific and itemise the issues that you helped them overcome. Write as if you are the client, so take a moment and walk in their shoes. Think of what their business was like before you came along. Describe their problems carefully (but respectfully), then list them using 'client-centred' language.

For example:

"Before working with (your name) I didn't have enough clients to keep my business going."

Step 2

• Explain, as if you were the client, how the problem was affecting their business. This is a critical step, because if a problem isn't bad enough to be fixed, it won't be causing any pain, so make sure you explain the problem in ways that were causing pain with time lost, poor cash flow, low customer retention, lack of motivation, unprofessional business image etc. It's really important to have the problem not only expressed in business terms but emotional ones as well.

For example:

"I spent money on expensive ads in journals and online that I wasn't even sure anyone noticed. I didn't know if the ads brought in any business. It was costing a fortune with money I didn't have - I was frustrated and disappointed, but I didn't know how to attract customers more cost effectively before (your name) from (your company name) came along."

Step 3

• Describe how your solution relieved the problem in specific terms.

For example:

"(Your name) saved me and my business time and money. She/he set me up with a publicity system that works like clockwork. I don't even have to think about it. With (your name) e-publicity tactics, I reach ten times the people I did before, have more inquiries than ever and sales are double what they were this time last year."

Step 4

• The most important step is including a recommendation for others to use your services.

Ask to use a photo, name and business logo if suitable.

For example:

"I'd recommend (your name or company) to get your business moving. It's simple, do-able and is more valuable than any paid advertising I've ever done."

Finally, put the referral on your website, include it in marketing materials and send a warm thank you letter to your client for supporting your business.

Testimonials provide social proof that business owners are trustworthy, professional and offer great value. They are singularly the most important element to use on all advertising and marketing materials, including websites.

By building trust and confidence in you or your organisation, testimonials do more heavy lifting than any copywriting or advertising could achieve. Most people are sceptical of anything that looks, feels or smells like they're being 'sold to' so having other people tell your story is a powerful way of getting your message across.

The more you can help your customers provide 'expert testimonials', the more credible you'll become and the more you'll confirm with existing clients of the great services or products you provide.

Unfortunately, most testimonials lack clarity and detail. Statements like 'great service' - unless you're in the restaurant industry - don't reveal much about what you really do for your clients.

Create a template for clients to follow; or, write the testimonial yourself using the following criteria and ask your client to endorse it.

This makes it easier for your client, makes you look more professional in your approach and saves both of you time.

In return, always offer to support your client's business by providing a testimonial using this formula for them.

Step 1

• Identify your client's major problem that you solved. Be specific and itemise the issues that you helped them overcome. Write as if you are the client, so take a moment and walk in their shoes. Think of what their business was like before you came along. Describe their problems carefully (but respectfully), then list them using 'client-centred' language.

For example:

"Before working with (your name) I didn't have enough clients to keep my business going."

Step 2

• Explain, as if you were the client, how the problem was affecting their business. This is a critical step, because if a problem isn't bad enough to be fixed, it won't be causing any pain, so make sure you explain the problem in ways that were causing pain with time lost, poor cash flow, low customer retention, lack of motivation, unprofessional business image etc. It's really important to have the problem not only expressed in business terms but emotional ones as well.

For example:

"I spent money on expensive ads in journals and online that I wasn't even sure anyone noticed. I didn't know if the ads brought in any business. It was costing a fortune with money I didn't have - I was frustrated and disappointed, but I didn't know how to attract customers more cost effectively before (your name) from (your company name) came along."

Step 3

• Describe how your solution relieved the problem in specific terms.

For example:

"(Your name) saved me and my business time and money. She/he set me up with a publicity system that works like clockwork. I don't even have to think about it. With (your name) e-publicity tactics, I reach ten times the people I did before, have more inquiries than ever and sales are double what they were this time last year."

Step 4

• The most important step is including a recommendation for others to use your services.

Ask to use a photo, name and business logo if suitable.

For example:

"I'd recommend (your name or company) to get your business moving. It's simple, do-able and is more valuable than any paid advertising I've ever done."

Finally, put the referral on your website, include it in marketing materials and send a warm thank you letter to your client for supporting your business.