4 winning ways with testimonials
It’s no secret ... people tend to follow others like them. Marketers call it social proof ... when we see lots of others doing something, we assume that that’s the correct behaviour.
Testimonials are an extremely important part of the success of your business. On your relationship-building journey, which is lined with credibility and expertise, testimonials from loyal customers are a critical part of the presence of your business.
Testimonials are gold nuggets. They are your written or recorded statements that support your credibility and level of expertise. They also strengthen your reputation by expressing the trust that other people have in you and your business offerings.
When it comes to testimonials people are looking for only two things:
That your product or service can actually deliver the result that you’re promising.
That people like them are investing in working with you or are buying your offering and got what they wanted.
A 2018 study study found that 79% of consumers trusted online reviews as much as personal recommendations before making a buying decision. This statement alone should be enough incentive for you put more effort into leveraging social proof in your business.
Here are four ways using your customer testimonials can win you business:
1) Publish testimonials on your website
Sharing your customers' success stories on your website shows your potential clients why your existing clients love you and that makes them feel comfortable about choosing you.
There is nothing more reassuring to a prospective buyer than an admiring crowd of happy customers eager to share their story ... which is why you often see great testimonials on websites in the 'buy' area of a web page. That great service story can be the final tipping point for a potential customer.
2) Use testimonials in case studies
Have you ever read a testimonial dripping with praise and thought, “That sounds too good to be true?” Testimonials like that create more doubts than they erase. They can erode your trust.
One approach successfully used in some industries, is to take these testimonials further by turning them into case studies – engaging stories that paint a detailed picture of how people benefit from working with you. Case studies describe your customer’s problem and how you solved it. Because they tell a story, they’re persuasive without being salesy.
3) Deploy testimonials to sell
Do you dread writing sales copy? Do you wonder how to write about yourself or your business without feeling like you’re boasting? To make writing sales copy easier, let your customers do the selling.
Include excerpts from testimonials in your marketing copy and let your customers’ voices strengthen your sales copy – and help you feel like you’re not selling on your own.
4) Engage your customers' voices in your posts
Do you know this feeling? You’re struggling to grasp a key point during a presentation. No matter what the presenter says, it just won’t sink in. Then later, at home, you stumble upon a TED talk. Same topic, different presenter – but suddenly everything becomes clear.
Sometimes a different voice is all we need for an “aha!” moment. Perhaps a phrase resonates. Or an explanation clicks. Customers can provide different voices for your website. Let them be the experts instead of you. Visitors relate to them, learn from them, and hear the messages you’re trying to get across.
Testimonials are an essential tool in your business.
They are unique to you and using them wisely helps you to attract a deeper interest from perspective clients and existing clients and will ultimately make you and your business increasingly more successful.
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by Debra Hill
Business & Mindset Strategist
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