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You Don't WANT Testimonials, You NEED Testimonials

Mar 23, 2017 7:43:00 PM

We're never done talking about testimonials.

If you read any of our content, you know how we feel about case studies and testimonials – and if you are just getting started reading our content, this is how we feel about them:

Get them, get them, get them!

So what do you need to know about getting case studies and testimonials?

  • Video is better than audio, audio is better than written, and all of them are better than nothing at all.
  • They're more effective when others hear them in the customer's voice (aka, get the customer to do it whenever you can).


To get the best case study/testimonial possible, ask these questions:

  • How long have you worked with us?
  • Do you remember why you chose us?
  • What are our strengths?
  • What have we done for you that others in the past don’t or haven’t?
  • What one or two things have we done that made the biggest difference for you?
  • What’s the one word that best describes us?
  • What 3 things would you tell another business person that is looking for [X] today to make sure they understand before they buy?


Don't let the customer be vague! A case study is no good if the customer can't offer specific examples or just seems ho-hum in his enthusiasm.

Before you publish, consider these guidelines:

  • Keep it to 2-4 pages in length
  • Answer the 5 Ws
    • Who, what, when, why, where
    • how! (Yes, we know it's not a “w," but it's what they taught us in school about journalism.)
  • Don't over-edit, or it won't sound like the customer


Now put it out there – on your website, in a blog, on a review site (like Yelp) – so people know how great you are!

Remember: the best way to get a new customer is through a referral, and case studies/testimonials are pavement on the road to referrals.

Customer Testimonial Worksheet
Courtney Stallings
Written by Courtney Stallings

Courtney writes and edits content for Leading Results and their clients. She has been described as a Grammar Nazi and enjoys crafting writing with excellent spelling, punctuation, and grammar.

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