Once you have a testimonial, what then? How can you get the most impact and value out of it? Here are a few suggestions for places where you can use your testimonial to maximize their impact.
1/ On a “customer success stories” page on your website.
It can be helpful to have a place that shows you have a large amount of social proof. A lot of people make the mistake of only doing this and neglecting to leverage social proof in areas where the customer is likely to be looking when they are facing an objection or hesitation to purchasing. Having a customer success stories page is a fairly easy option that allows you to clearly demonstrate that you have delivered results for several happy clients.
2/ Marketing materials
Use your testimonials in your marketing materials. Are you creating a brochure to give to potential clients? Are you working on a mailer for your business? Are you designing an ad for Facebook or a magazine? Try integrating your testimonial (or a snippet of your testimonial) into these to add a great element of social proof, or to defeat a common objection that people have to your service.
You can even include part of a testimonial on your business card — here’s Meg’s for reference:
3/ Sales pages
If you write sales pages for your services, you can integrate your testimonials into sales pages directly. Using your testimonials on these pages communicates to prospects, “Hey, this is a service that I can trust, that’s used and recommended by people like me.”
As an excellent example, the sales page for Fix My Churn integrates testimonials from happy clients, talking about their thought process before engaging Val Geisler and her team and how they’ve seen increased conversion and reduced churn as a result of working with them.
By integrating testimonials into your sales page, you can better highlight who your ideal client is, the trigger for someone wanting to work with you, the outcomes that your service delivers, and the benefits clients have experienced.
You should also use your testimonials in proposals. When you’re writing a proposal, you can integrate testimonials into the content to serve as either an element of social proof or an objection buster.
Let’s say that you’re writing a proposal, and offer your client a ‘choice of yeses’ between three different options.
On the page where you list the prices, you can include one or more testimonials that highlights the return on investment a client experienced by working with you.
By taking this opportunity to highlight the return that another client had, you can defeat a potential objection (“They cost too much!”), right when the client first thinks it.
Likewise, if you’re offering your client a choice between multiple options in a proposal, and you want to direct them towards a particular option, you could include a testimonial on the options page that highlights the experience another client had with a particular option.
Want help getting testimonials from your clients (without the awkwardness)?
Meg has done-for-you testimonial services available to make it easier for you to get powerful testimonials. Check them out here.
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