How to Get Stellar Testimonials to Promote Your Brand
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76.3% of statistics are completely made up. But several reliable sources indicate that over 90% of consumers review testimonials before they make a purchase. And the number is higher the more expensive the purchase is.
So if you sell a high-ticket product, people are likely to want to be as sure as possible that it’s worth it before they make a sizable investment with you.
Fair.
So it’s up to you to make sure that prospective customers find the reassurance they’re seeking. And one way to address a prospect’s need for social proof is by gathering and publishing testimonials.
What is a testimonial?
A testimonial is an account of what it’s like to work with you, as explained by a current or former customer. It’s similar to a user review, but it’s a little more curated than that. Ultimately, a testimonial serves the purpose of letting prospects peer behind the curtain to understand what it’s like to work with you and the success you’ve been able to achieve with others.
When done well, a testimonial acts as important consideration content that helps to pull someone deeper down your sales funnel and lead them closer to buying from you.
Big Bad Distinction: In this post, we’re talking about testimonials, which are sourced and used by you. These are similar, yet distinct from customer reviews, which may be organic or paid and placed on third-party websites, like Yelp or Google. We talked a lot about reviews and how to encourage more positive reviews and limit the negative ones in our blog post and podcast on managing your digital reputation. So be sure to check those out.
How to Ask for Testimonials Without Feeling Awkward
A lot of business owners have happy customers, but they’re not asking for testimonials. What gives?
This is a real thing and a major block for small biz owners. But failing to ask for testimonials isn’t an “I don’t have time” thing, because it takes thirty seconds. Instead, it’s often rooted in emotions.
We talk a lot on the podcast about how awkward we feel in situations that seem like we’re “hard selling”. And asking someone to craft a testimonial can feel like a hard sell. But as always, we’ve got your back to help you ask for a testimonial from a current or former customer without feeling ick.
FIRST THING FIRST: Make sure you’re asking the right customer. The best time to ask for a testimonial is after you’ve had a big win on a customer account or fulfilled the promise as written in your contract. Don’t even broach the subject with a customer who is unhappy or threatening to cancel. (It seems obvious, but it needs to be said.)
Then, make the ask feel natural to you. If you normally email with a customer, don’t pick up the phone to request the testimonial. Go with whatever line of communication you already have open. (e.g., timing, phrasing, incentives if any)
How to capture a great testimonial
There’s a HUGE difference between a so-so review and a great testimonial that hits all the high points. And generally, when left to their own devices, many people will talk broadly about how much they like you or your product, without giving any meaningful specifics.
How do we fix that? We prompt them with questions and directional guidance.
5 Components of a testimonial
There are a few things we look for in every testimonial.
Give a brief overview of your company and its purpose. (Who are you? What do you do?)
Outline your specific business problem (Why did you reach out to me for help in the first place?)
Explain the solution. (How did we work together?)
List the positive impacts of that solution (What problem did we solve together, and how has it benefitted you or your business?)
Give a clear recommendation for the brand (Why should other people work with me?)
Next time you ask for one, you can simply copy and paste the list above! Easy peasy.
Best practices
When you receive testimonials back, make sure they adhere to these best practices.
Keep it concise. Aim for 60–90 seconds for video or a few short bullet points for written answers. Less is more (as long as it’s honest and specific). Let them record this on their own! Staged testimonials with an interview-like vibe can sometimes feel a little disingenuous.
Encourage authenticity. Natural, unscripted feedback feels more trustworthy than something overly polished. Honest feedback is more likely if you’re not present.
Prompt them with structure. Use a simple story flow: What was the problem? What did we do? What changed? (AKA the questions we outlined in the section above!)
Make it easy. Give clear instructions or examples and provide an easy way to share them with you. Think: a Google form submission, Dropbox, etc.
Get multiple formats. Is someone willing to do a written and video testimonial? AMAZING! If they record a video, can you ask them to use a pull quote for the written version?
If you don’t get what you want, DIY. Type up a version of the testimonial that addresses the key points and then ask your customer to give a sign-off to post it under their name.
Show that it’s a real person. When you share a testimonial, include a real name, title, company, and photo, if possible.
ALWAYS get approval from your client. Before you post a testimonial anywhere, whether that’s your website, social media profile, physical advertisement, etc., be sure you have it outlined in writing that you’re allowed to use that testimonial for promotional purposes.
👯BBM Pro Tip: If you want to get really official, you can have ChatGPT or your favorite legal professional draft a nice disclaimer for someone to sign. We generally recommend a disclaimer if you intend to use testimonials in paid advertising. The last thing you want is someone to come across their own testimonial video as a sponsored post online and come back asking for kickbacks.
Wouldn’t it be nice to have a simple one-pager you can share with people when you ask for testimonials? Why didn’t we think of that? Wait…we did. Here you go!👇This download is 100% free!
Where and how can you leverage testimonials to promote your business?
Once you have your testimonial, what do you do with it? Where can you put it to get the most bang for your buck?
The short answer is, anywhere, everywhere. But to be more specific, you can:
Put them on your website: Have a dedicated page or put them on applicable service pages. You can even drop some on your home page and provide a link to view more.
Use them for marketing on social: You can post static images of testimonials or even use them to create advertising on meta if you get a great video.
Add them to your email marketing: Sending a promotional email for a certain product? Include specific product testimonials from real people saying how much they loved it.
How testimonials fit into the customer journey
Testimonials are a clear entry in the consideration funnel where someone is weighing their options and deciding whether to start a conversation. But did you know that you can actually leverage testimonials at every stage in the journey? Here’s how.
Awareness (Top of funnel): Use testimonials to establish credibility and spark interest. Sprinkle some on your home page, social media account, and on landing pages for ads.
Consideration (Middle of funnel): Apply liberally to service and product pages, email campaigns, sales pages, and any sales collateral you share with prospects, including white papers and brochures.
Decision (Bottom of funnel): Drop testimonials on purchase pages, abandoned cart emails, proposals, and any other time your prospect is directly facing a buying decision.
Delight/loyalty (Below the funnel? Maybe we just coined that.): There’s no need to stop when the purchase is made. You can continue to include testimonials in communications with your clients, especially if you’re trying to encourage them to increase their investment with you or tell them about other services you offer.
Now get out there and start asking your happiest customers to create a powerful testimonial that can boost your marketing and give your brand mucho credibility.
