The Science Of Great Testimonials

Testimonials and interaction about your product and service is a must in today’s civic society.  The problem with testimonials is that they can be more of a distraction than an actual sales benefit.  There is a science behind crafting the right testimonials for your business. Today I want to help you get it right.

Starting out, I was desperate for positive feedback to get my platform going.  I reached out to people for endorsements (which I will talk about later this week) and testimonials from people that I had done case studies with.  The problem is that it was not only difficult to get testimonials back from people but the ones I did get sounded like this:

“Brandon did a great job on our xxxxx project.  Working with him was great!”–  J. Doe  Sandy, UT

The above sounds fine enough but what does it really tell another person about how it is to work with me and what their results were?  Very little.

Flash forward a few months when I visited Sean D’Souza’s blog per a recommendation from a colleague.  I really enjoy Sean’s stuff.  So much so that I bought his book the Brain Audit which was worth every penny that I paid for it.

One of the sections that Sean touches on in the book is about testimonials and crafting the right testimonials that attract the right clients to your business.  I loved the straightforward approach to testimonials and how it was designed to elicit real responses from people.  The testimonials outline is broken down into 6 questions:

1.     What was the obstacle that would have prevented you from buying this product?

2.     What did you find as a result of buying this product?

3.     What specific feature did you like most about this product?

4.     What would be three other benefits about this product?

5.     Would you recommend this product? If so, why?

6.     Is there anything you’d like to add?

In my business, we do 6 events per year called Quarterly Quantums on various topics in business.  We had a hard time getting testimonials from people that felt real.  We introduced this outline with our video and written feedback at the end of the events and the insight was powerful and we had 100% participation with feedback from attendees.

Testimonials can be a great way to get open and honest feedback about your business.  For testimonials to work, you have to have an intentional system that allows for that open and honest feedback about what people’s experience have been with your product or service.  Ask yourself the following questions:

Do you have a system for getting feedback from the people who in engage in your business?

If you do, could using the set of questions above improve this process?

What are some other techniques that have worked for you in getting authentic testimonials?

Categories: Publishing

Author: Brandon Allen
  • Kyle McNeil

    This is great Brandon!

    Thanks for sharing this. Very timely and relevant for something I’m working on right now. And it’s always amazing how the right set up questions allow us to get to the heart of the matter.

    Thanks for adding value :)

    Kyle

    • http://twitter.com/b160allen Brandon R Allen

      Thanks Kyle glad you enjoyed it. This format has worked great for us.

  • Tim

    Hey Brandon,

    Kyle shared this post with me, and I really appreciate it… also very timely for me!

    In response to your question above (what are some techniques to get authentic testimonials), I don’t have anything for testimonials that would make this post any stronger, however I do have something for getting feedback from clients… to get info on how you can be improving your service (maybe not something that you use in your marketing, but def in your R&D)…

    It’s from John Maxwell; and it’s as simple as two questions:

    1. In the last day / week / month, on a scale of 0-10 – with 10 being perfect – how would you rate your experience of our product / service / seminar / consulting / event / book / etc…

    2. (If anything less than a 10…) What would it take to be a 10?

    John Maxwell goes on to say that this mini-exercise can be repeated in any relationship that we have… with a significant other (in the last week, on a scale of 10 how have I been as a spouse?), sports teammate, business partner, etc….

    Hope that helps!

    Tim :)

    P.S. Sometimes we don’t want to hear that answer to the “out of 10″ question, although the reality is that we are likely the last ones to hear the answer to it….

    • http://twitter.com/b160allen Brandon R Allen

      Tim,

      Thanks for stopping by. I love that tool from John Maxwell. Feedback is so important to ensuring that we are creating the experience we are hoping for. You’re right. I always get nervous when we ask for feedback. Sometimes it’s hard to hear negative feedback but in the end it makes us and our business better.