Don’t you know how to write a testimonial? Well, that’s unfortunate. No matter what kind of business you’re running, whether it’s products, services, or something else—you need customers to vouch for your offerings. You can say all the good things about your service.
Like “I’m the best” or “We’re the best service”
But it won’t be of any use. Audiences won’t just believe whatever claims you are making, they need some proof and that’s the bitter truth. In fact, praising your own company could make it look less interesting.
Just like David Ogilvy wrote:
“You should always include testimonials in your copy. The reader finds it easier to believe the endorsement of a fellow consumer than the puffery of an anonymous copywriter.”
Ogilvy wrote this in his book Confessions of an Advertising Man, originally published in 1963.
It’s been 62 years…yet people still don’t know how to write testimonials. In this blog, we are going to discuss writing testimonials and also some ready-to-use testimonial templates for you.
What is a Testimonial?
A testimonial is a personal recommendation for a product or service that you like. It is not a success story or a case study. It is social proof that you like the service and you are sharing your opinion to help the business get more customers.
But still Testimonials are one of the most underrated sales tactics. According to a local consumer review Survey by Bright Local, consumers read about 10 online reviews before they feel like they can trust a business.
What makes a Testimonial Ineffective?
Now that you know what testimonials look like, you must have read some of these reviews.
- I love studying for John, he is a wonderful teacher.
- I have learned so much from Jennifer.
- Joannes is a wonderful teacher.
These testimonials look way too sugary to believe. They don’t help sell anything because they don’t provide any reason why a service or product was so good. Writing testimonials are more like stories, sharing the experience of a service or product and giving reasons why others should consider buying, too.
How to Write a Testimonial?
Customers have stories about your brand. We are going to give you five simple steps to flex your muscles and write a testimonial.
- Make sure you know the challenges that your clients face.
- Tell them what you did to solve their problem and also add a product description.
- Explain how your solution is different from other options.
- Describe your customer’s experience from start to finish and highlight any compelling results.
- Conclude with your overall message, such as a call to action.
Remember your goal is to tell the people, how your product helps others. Don’t just talk about yourself or your brand. Instead, focus on your relationship with the customer. This will help your business grow.
Types of Testimonials:
Testimonial is not just mere text, writing testimonials of 3 different types:
Customer Testimonials:
Customer testimonials are mostly text-based short reviews based on their experience.
I can’t say enough good things about CarBrain! I had an unexpected blowout on my tyre, and then my transmission went out all within the same week—talk about a nightmare! But CarBrain truly came to the rescue. Not only did they help me in an emergency situation, but when it came time to sell my car, the whole process was incredibly smooth and hassle-free.
From getting my initial offer to having my car picked up, everything was done quickly and efficiently. The customer service was top-notch, and I was amazed at how simple they made what could have been a stressful situation. If you’re looking to get rid of your car, CarBrain is definitely the way to go. Fast, reliable, and professional—highly recommend them! (Trust Pilot)
Video Testimonials:
Video Testimonials in which the consumer is giving a review about your product in a video message.
Case Studies:
Detailed text based on in-depth research. It has a proper structure like Highlighting the Problem, Your Product and how it solves the problem.
You can see real success stories and case studies here on Power House.
Tips on How to Write a Great Testimonial?
Although the 5 things we discussed above will help you a lot in writing testimonials. But there is no specific formula to write a testimonial and you should look for one. After all, you want to show the audience that you handle each customer with care and not just copy-pasting stuff.
The key to writing a relatable testimonial is to think of the process as storytelling. You and your customer are the main characters, and the customer’s problem is the antagonist trying to get in your way. How do you work together to save the day and live happily ever after?
You need a solid story, a confident approach and communication. Here are a few more tips for you to figure out how to make your customer look like a hero.
Give customers an experience to remember…This one usually takes place before any testimonial it is based on pure customer experience. That’s because memorable experiences create strong brand relationships. That’s why you should consider treating a customer like a future investment. That way, you’re always thinking about how best to serve your customers.
Reach out to your connections and always ask good questions…Always reach out to clients who have worked with you in the past. They will have great stories to tell about your brand and how you helped them figure out their problem but if you want them to write a testimonial then you have to make sure that you ask the right questions.
- What was your problem?
- How you decided to reach out to us!
- Describe your experience with us and will you use our service again in the future?
Keep things short and sweet…Even if you have enough information to write a whole novel, make sure you just focus on things that are important and things that the consumer can emotionally attach to.
Be visually engaging…If you are writing the whole review in text, make sure that you add images or videos to it. So, it looks visually engaging and doesn’t bore the reader.
So What Is a Testimonial, Exactly?
Never confuse writing Testimonials with success stories…they are concise customer recommendations that a user added in answer to your service. It is a happy gesture from your customer for you to get more business because your product has helped them with their problem.
Testimonials are the part that most people usually ignore…they are displayed at the end of a page whereas it should be at the very top so whenever a potential customer clicks on your website he can see what other customers think about your service straight away it is a wonderful marketing strategy and we’re not just shooting in the air…According to a recent B2B Marketing Trends Report, customer testimonials are the most effective form of content marketing for 89 percent of marketers.
How does Writing a Testimonial Affect your Marketing?
As you must have known by now, Testimonials are used for selling your services. As a consumer, reading a testimonial can filter out a lot of fuss and make a relationship between you and the customer. Good testimonials are important because they:
Build trust and credibility. Let your customers who have used your product in the past share their experience with your company, sharing the answers to the questions potential clients may have. This can fill the void and give credibility to your business.
Connect with your audience on an emotional level. Decisions are mostly emotion-based, and it makes sense, according to Psychology Today: “A lot of your decisions are informed by your emotional responses because that is what emotions are designed to do: to appraise and summarize an experience and inform your actions.”
Boost your persuasiveness. If you connect with your customers emotionally, there is a hell lot of a chance that they make a purchase and this will be a long-term partnership.
Give you a chance to tell a compelling story. Good testimonials are usually scripts, just like the ones we have in movies where the problem is the antagonist and your product is the solution cutting out all problems living happily ever after just like a perfect movie script.
Build your company’s personality. Customers will see that your company is made up of strong, hard-working humans who give your business its reputation.
Having a page of testimonials on your website is more powerful than you think. When keywords like “trustworthy,” “authority” and “credibility” are used in a testimonial, they become strong signals for search engines for prospective customers. According to VWO, testimonials can increase conversion on your sales pages by 34%.
What is the Takeaway from this blog?
Whether you need to boost a piece of sales, increase the traffic of a page on your website, or you want to help sell a certain product; you should know how to write a testimonial. Put your best foot forward and be comfortable sharing positive experiences and do not forget to follow the best practices. If you are having trouble writing testimonials, this blog will help you clear the fog out.