Elements of a Good Testimonial
Taking recommendations from your family, friend, or coworker for the best lawn care business in town or their favorite dentist is how people have selected local businesses for as long as anyone can remember. Now, with the help of the internet and online review sites, people are able to get feedback from previous customers and, even though they are from complete strangers, average consumers trust online reviews AS MUCH AS recommendations they receive from friends and family.
Much like reviews, testimonials exist so that potential customers have something to relate to when they are researching your business. Testimonials are often controlled by the business but go more in depth than an online review. A good testimonial will come from a previous customer who had a great experience and should address one problem that a potential customer is looking to solve.
The previous customer should explain how you or your business solved that problem for them and why others should choose you. Basically, you want potential customers to see this testimonial and imagine themselves in their shoes. You want them to think about how they will feel when you’ve solved their problem too.
How to Get Good Testimonials from Customers
Now that we know what a testimonial is and what it’s for, how do you actually get testimonials?
Figuring out how to get a good testimonial can be tricky for some businesses. There is a lot that goes into it. Here we’ve outlined some of the most important elements of a good testimonial and how you can get started.
Start Asking Customers for Testimonials
Getting a good testimonial can be done by simply asking your past customers. More times than not, if your customers continue to return, then they are satisfied! A satisfied customer can provide a lot of great insight into your business for future customers.
After asking your past customers if they will submit a testimonial, the next thing to do is to wait! Some people may turn you down. Don’t sweat it. It’s a numbers game and anything is better than zero testimonials. Everyone says quality over quantity, but if you don’t have quality yet, then you have to go for quantity!
What Needs to be Included to Make it a “Good” Testimonial
- Real Language: Some testimonials are too heavily edited which can makes it sound unnatural. Real language includes using what the person says about their experience without too much scripting or editing.
- Specific Results: While a good testimonial is meant for potential new customers to view, it can be forgotten that specific results and sharing the experience are necessary to make the testimonial authentic.
- An Aesthetically Pleasing Format: It may seem obvious that a good testimonial should be appealing to look at, but businesses can get too wrapped up in the content and not pay enough attention to the way that it looks on their website. A good testimonial should be formatted so it flows and it’s easy to read.
- Credibility: In order to make a testimonial “good”, it’s important that the source is credible. You wouldn’t want someone speaking about your business if they only came in for the free promo, or if they only inquired about your services but didn’t actually purchase. Credibility comes from a customer who actually has a testimonial to share about their experience and the services or products that they received.
How to Ask for a Video Testimonial
As technology has progressed, businesses are learning that a great way to achieve a good testimonial is through videos.
Having video testimonials on your business’s website increases the chances that potential customers will engage with your business. Videos appeal to people because it doesn’t require much work on their part. When a potential customer reads a testimonial, it may require them to determine the tone of the person, or their age, and a lot more variables. With a video, all that potential customer has to do is sit back and watch (and hopefully relate).
PRO TIP: Don’t worry about technology or having fancy equipment to record your testimonial. Grab your phone and get going.
The Interview Approach to Video Testimonials
We recommend the interview approach because you want to guide your customer through the process. Most customers won’t be comfortable on camera so you need to hold their hand and keep them focused. The best way to ease their concerns and keep them focused is with structure and we do that with “The W’s” process:
- Ask who the customer is and where they are from: This allows for an introduction so that the potential customers know who they are listening to. It builds rapport.
- What happened: Covering what happened to this person that brought them to your business and what the business did to solve their problem allows for potential customers to get a taste of what this person experienced and an opportunity to relate.
- Why would they recommend your business: Explaining why a recommendation would be given highlights the benefits that your business has to offer. Ask the person, “why would you recommend us.” They should should respond with “I would recommend your business because…” and spill the beans about why your business is the one to choose.
Thank the customer and end the interview. A simple, straightforward process.
The Benefits of a Good Testimonial
Good testimonials are easily achievable if the right steps are taken. Having a solid video testimonial or a well written one can really boost your business’s reputation online. Potential customers will see these testimonials and have the opportunity to instantly connect with your business. Create one this week!
Have questions or not sure how to start? Contact us and we’ll be happy to get you pointed in the right direction.