Think about the last thing you bought online. Maybe it was something simple, like pet food, or perhaps something bigger, like a ticket to a business retreat. What pushed you over the edge to make that purchase?
Sure, great images and convincing product descriptions play a role. But would you have bought that product if it had no reviews? If you were the first person to try it? Probably not, right?
And studies back this up. A whopping 93% of consumers say that online reviews influence their purchases. And 79% trust those reviews as much as personal recommendations. That’s the power of social proof in action. Incorporating social proof in marketing isn’t just helpful – it’s essential.
But here’s the thing: even if you understand the importance of testimonials, that doesn’t mean you’re collecting great testimonials. It can feel awkward asking clients for reviews, and so often, what you get is a simple “It was great, thanks!” Which is not exactly the kind of feedback that really drives sales.
So, how do you get the kind of testimonials that make potential clients say, “Wow, I need this”? Let’s break it down.
Why Testimonials Are Essential for Boosting Sales
There’s something about seeing someone else’s experience with a product or service that triggers trust. When people see a review, they imagine themselves in that scenario. They think, “If it worked for them, maybe it will work for me.”
That’s the essence of social proof in marketing. We trust the recommendations of others, even when they’re just strangers on the internet. Business reviews and testimonials build that trust and help potential clients see themselves benefiting from your product or service.
When creating your next sales page or writing email marketing content, make sure to incorporate testimonials. While listing features and benefits is important, that extra nudge really comes from seeing how your product or service has made the difference in someone else’s life.
The Three Elements of a Great Testimonial
Not all testimonials are created equal. To get great testimonials that drive sales, focus on these three key elements:
- Specificity
- Emotional Impact
- Storytelling
1. Specificity: The Details Matter
The best testimonials are specific. Instead of a vague “She was helpful,” aim for more detail like, “She helped me increase my revenue by 30% in six months by focusing on my email marketing strategy.”
Specificity is especially important in industries where results are measurable. If you run a marketing agency or a business coaching service, numbers speak volumes. People want to see the tangible outcomes your product or service provides.
2. Emotional Impact: Before and After
What was your client feeling before they worked with you? Were they anxious, frustrated, or overwhelmed? How did those emotions change after using your product or service?
For example, one of our HerBusiness Network members shared how she initially felt vulnerable in online communities, describing them as “pits of piranhas.” After joining HerBusiness, she felt more connected and confident, realising how far she had come after joining.
Tapping into those emotions makes your client feedback system more relatable and powerful. The emotional shift from before to after is what will resonate with future clients.
3. Storytelling: Take Them on a Journey
The best testimonials tell a story. They take the reader on a journey from a problem (the before), to a turning point (the during), and finally, to a resolution (the after).
Here’s an example:
- Before: “I was stuck. I kept hitting profit plateaus and couldn’t grow my business.”
- During: “After working with her, I added a high-ticket product and hired my first team member.”
- After: “Now, I’m making more money and have the evenings free to spend with my family.”
The Power of Asking the Right Questions
To get great testimonials, it’s not just about asking for feedback. It’s about asking the right questions that draw out those compelling stories, the details, and the emotional language. The right questions can turn a simple review into a persuasive piece of social proof that builds trust and drives action.
That’s why I’ve developed a system for gathering testimonials that includes six essential questions. These questions are designed to help your clients articulate their transformation and share their experience in a way that really resonates with future customers.
Let’s dive into the six questions you should be asking to get powerful, high-impact testimonials.
Six Questions to Get Great Testimonials
1. Who are you?
This might seem like a simple question, but it’s incredibly important. The more identifiable your client is, the more relatable their testimonial will be to future customers. Including specifics like their name, business, industry, and location adds credibility and humanises the feedback.
You want to be able to give that client context and a backstory that relates to your audience, especially if you serve a very specific location or industry. And if it’s possible, include a photo or video of them – it makes them even more real.
2. What was life like before using my product or service?
This question is the foundation of a great testimonial. It sets the stage by highlighting the client’s pain points or challenges before working with you. Future customers want to know, “Was this person in the same position I am now?” This makes the testimonial relatable and shows that others have been in similar situations.
Try to get your clients to dig deep and share specifics about what wasn’t working. Was their business struggling to grow? Did they feel overwhelmed or stuck?
This creates a before-and-after contrast that shows transformation.
3. What was the turning point for you?
This question gets to the heart of the client’s decision to use your product or service. What moment or experience made them realise they needed help? The turning point often comes after a client has experienced enough frustration that they are ready for change.
The key here is to bring out the emotional element – what triggered them to finally take action? This can help your potential clients identify with that moment and see how your product or service can solve their own problems.
4. What is life like now after using my product or service?
This question showcases the transformation – the most important part of any testimonial. People want to see that your product or service delivers results, and this is your chance to shine. Try to get your client to be as specific and detailed as possible with their outcomes.
Did they increase revenue? Did they free up time? Are they less stressed? The more tangible the results, the more compelling the testimonial.
You’ll really want to highlight those measurable results, especially if you’re in a service-based industry or you’re selling the solution to a specific problem.
5. What would life have been like without this product or service?
This question adds another layer to the testimonial by showing what could have happened if they hadn’t taken action. It’s a subtle way of reinforcing the urgency and value of your product or service. Future clients are often on the fence about making a change – this question helps them see what’s at stake if they stay in their current situation.
By painting a picture of what life could have been like, you’re helping potential customers see that your service was the solution that saved them from a more negative outcome.
6. Who would you recommend this product or service to, and why?
This final question taps into the power of word-of-mouth marketing. When clients explain who they believe could benefit from your product or service, they’re speaking directly to your future clients. A recommendation from a satisfied customer is incredibly persuasive, especially when they explain why it’s a good fit.
A clear recommendation encourages your prospects to see themselves as part of your target audience and helps guide their decision-making process.
Why These Questions Work
The beauty of these six questions is that they’re designed to guide your clients through sharing their experience in a way that is both specific and emotional, while also telling a story. You’re not just asking for generic feedback – you’re helping your clients articulate their journey from frustration to success, which is exactly what your future customers need to see.
How to Ask for Testimonials Without Feeling Awkward
Now that you know the six testimonial questions to ask, how do you actually go about requesting feedback? Here are some tips to make the process as smooth as possible:
- Ask at the right time: The best time to ask for a testimonial is right after a successful project or when you’ve just received positive feedback from a client.
- Simplify the process: Send a short email template or Google form with the six questions. The easier you make it for them, the more likely they are to respond.
- Frame it as helpful: Let your client know that by sharing their experience, they’re helping others who are in a similar position. Most people love the idea of being helpful.
Use Testimonials Everywhere!
Now once you’ve collected these amazing testimonials, don’t let them go to waste! Testimonials are one of the most powerful forms of social proof, so you need to use them as much as possible. Don’t leave them sitting on JUST a sales page – you can repurpose your testimonials everywhere:
- Website: Display testimonials prominently on your homepage, sales pages, and about page. Make sure they are easy to find for potential customers looking for that reassurance.
- Social Media: Share snippets of your testimonials as posts or stories on platforms like Instagram and Facebook. Use visuals like text overlays or quote graphics to catch attention. Or, if you have the holy-grail video testimonials, use those!
- Email Marketing: Insert testimonials into your email campaigns. When you’re promoting a product or service, highlight a relevant testimonial that showcases those results.
- Video Testimonials: If a client is willing, ask them to record a short video testimonial. Video adds an extra layer of authenticity because it makes that person even more real. These are great on landing pages and social platforms.
- Ads and Promotions: Use testimonials in your Facebook and Google ads to build immediate trust with potential customers. The combination of a strong call-to-action and social proof can significantly improve conversions.
- Case Studies: Turn a detailed testimonial into a case study to show the depth of the transformation. Case studies are particularly useful for higher-ticket services.
Repurpose your testimonials across all marketing platforms to remind your ideal clients that others have seen major results from working with you. Social proof is such a compelling tool that you have in your marketing arsenal – so don’t let it go underutilised.
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