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Why Are Testimonials so Effective?

January 1, 2014

Testimonials build trust. Whether your customers are raving about what your product has done for them or about the great service you gave, they tell the story of a positive experience with your products and business.
  • Testimonials aren't "salesy." Because testimonials aren't written in your "voice," they stand out as truthful and impartial accounts of how well your product works or how great your service is.
  • Testimonials overcome skepticism. A good testimonial has the power to convince even the most skeptical prospect that your product or service really made a difference in your customer's life--and youcan help them, too.

Here’s an example of a great testimonial (sorry, have to toot my own horn).

My relationship with Laura Lorenz and Leading Results has benefited me and my company beyond expectation.  The process that Laura presided over helped transform our marketing from a series of haphazard tactics to a unified, recurring plan.

At the beginning I was regularly frustrated with Laura and their process.  I wanted to learn and execute some new tactics.  I wasn’t ready to dive deep into strategy.  I wasn’t prepared to discuss why we do what we do, what makes us unique, what’s our purpose, how our customers benefit.  I would complain that this foundational work wasn’t bringing me any new customers, plus it was really hard!

Laura was patient when I was overwhelmed, yet the taskmaster that I needed to keep me on track.  She helped me with insight into our practice, especially what makes us unique.  For us, this process went beyond marketing to fundamentally altering many of our offerings.

Today I’m living the benefits.  We have a clearer vision of who we are and what we offer.  We have a holistic marketing plan and a calendar full of activities that build on each other.  I appreciate that marketing, done the right way, isn’t difficult but it sure is hard.  I’m glad to have Laura as my marketing evangelist.

Use a basic outline for testimonials. Typically, it looks like this:

  1. Before
  2. During
  3. After

1. What was your client’s situation before they started working with you?

In the testimonial example above you read that before working with Leading Results his marketing was “a series of haphazard tactics”

2. What did you do with your client while you were working together?

The second and third paragraph give you a clear picture of what it was like for him while we worked together

3. Close the testimonial with the ultimate benefits they received in working with you.

In the testimonial example he states, “We have a clearer vision of who we are and what we offer.  We have a holistic marketing plan and a calendar full of activities that build on each other.”

Great testimonials will help you build trust along the sales process!  If you are struggling with getting testimonials and need more testimonial examples, as always, give us a call.  If you want to get great testimonials, click the button below and download our guide on questions to ask and how to use the answers.


Other Posts related to Testimonial Examples:

Why getting good testimonials may be difficult

Five ways to generate leads from testimonials

Are you in good company?

7 Tips for Video Testimonials

What should I ask in a testimonial interview?  (also in the download guide)

Laura Lorenz
Written by Laura Lorenz

My goal is to help businesses gain more customers through better marketing. I work with you to create lead generation programs that allow your prospects to move gently along the know, like, and trust path at their own pace. I will enable you and your team to entice fully-qualified prospects to reach out to you. As a Duct Tape Marketing Consultant, I work within the confines of a system, creating fixed steps, documenting and duplicating each step, so that I am able to quickly build foundational components. The focus then moves to operating and innovating the system. That's where the real magic lies. I work with my clients to create a strategy to get found and the tactics to do that, a complete marketing plan. My clients are small to medium size businesses that have become frustrated with their inability to "go to the next level." They value professional assistance.

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