When I talk with entrepreneurs, they tell me that they want to get their message out and grow their list of people that are interested in hearing what they have to say. Many also are interested in getting in front of other influencers in their industry and building stronger relationships.
What about you? Does that interest you?
Those are great things to be thinking about and today I'm going to share a simple, yet often overlooked activity that will help you do that.
When was the last time that you have given a truly powerful testimony for someone's products, services or mentoring?
Not only is it a great way to share the love for someone you respect, but it is also a great visibility strategy!
I'll show you the elements that make up a great testimonial and I'll share a few awesome examples too, but first, let's talk about why this might help you as well as the person you are giving the testimonial for.
Testimonials and How They are Used
A testimony or testimonial, in the business context, is your authentically genuine positive review of a service or product.
When you write a powerful testimony that shares who you are and your before and after story, it becomes great marketing collateral for the person you write it for.
They are used by people or companies to assist prospective clients in the buying decision. You can see testimonies on sales pages, on social media, in emails, on brochures, inside products and other marketing locations.
There are some people that say that their buying is not impacted by testimonies and in some small cases that is true. However, social proof (seeing that someone else had success with a product or service) is a powerful motivator for at least 98% of the buying population.
They are a big help to the potential customer/client who is interested in hearing from others who have experienced the service/product and have been helped.
Why Take the Time to Give a Testimony
It is true that it takes time to think through a powerful testimonial. So, let's take a quick minute review of why you should do it anyway.
You Get Visibility
When you give a great testimony, you are helping someone else look good. They in tern will be motivated to share that with others! That means visibility for you. Your name or company name, picture, website (sometimes linked) and comments about the service or product are shared on content that is looked at by people interested in buying.
Not only is this no-cost traffic; but if you do it enough, your ideal client will start saying, “I see you everywhere!” as well as associating you with other businesses that they like.
Showing up and being visible where your ideal client hangs out is an important element of getting your message out and building your brand.
You Build and Enhance Attention and Relationships
The simple truth is that most people can absolutely love a service or product, but not take the time to share that. When you invest your time in saying something authentically nice for someone, they pay attention. You will jump into their line-of-sight faster.
There are a number of reasons that testimonials get selected or not for inclusion into different materials. But be sure that when you provide a powerful testimonial you will get noticed by the service or product owner. By taking the time to share, you have the potential of starting a longer-term relationship that can lead to a number of different opportunities such as reciprocal promotion, joint venture possibilities, interviews for more exposure, affiliate relationships, and more.
You Get Practice Sharing Your Message
When you get brave and share your testimony on camera, it is also a fabulous way for you to quickly get comfortable using video technology. One of my private clients really took to this idea. She wanted to grow her exposure fast and thought video would be a great way to do it. Rather than create “test” videos, she thought of all of the products and service providers that she loved and she started speaking truthfully and authentically into the camera about them. Because she was not trying to sell herself, she found that with each testimony, she was more and more comfortable in front of the camera! Win-win.
Potential to Increase Affiliate Sales
When you have a testimony on the sales page of a product that you strongly believe in, it will provide extra credibility to those that click through on your affiliate link. Not only are you sharing the link, but you are personally endorsing the product through the sales page.
How to Give a Powerfully Authentic Testimony
When you think about the testimonials that you have received for your products or services, can you think of one that made your heart sing?
They weren't all like that were they?
Not all testimonies have equal value to the person that receives them. In fact, there are many that are really particular when they are selecting which ones are used in their marketing.
Testimonies that either reinforce the benefits of a service or product or those that help to overcome objectives are very helpful. So, let's talk about those.
Testimonies that Reinforce the Benefits of a Service/Product
This type of testimony is often referred to as a transformation testimony or a before-and-after testimony. Here are the steps:
1. Tell Who You Are and What You Do
When you begin your testimony (especially if you are using video) state who you are and what you do. Keep it brief. You're not making a commercial, just a short 1-2 sentence introduction max.
2. Tell What Happened Before?
Clearly (yet briefly) tell what things were like before using the service or product. In this portion of the conversation, you get transparent. Talk about the pain you had or the obstacle you faced. Many people can't bring themselves to admit they had a problem, try to let your ego go here. Example: “Before working with …. I was struggling with clarity and confused about what I should do next and was doubting my ability to grow my business.”
3. Tell What It Was Like Using the Product or Service
Explain what happened after you used the product or experienced the service. What did you think of the program or the delivery? Was there an instant result or instant changes? How did you feel — excited, empowered, etc. What was the delivery like — content packed, concise and powerful, amazingly detailed, spiritual, etc.
4. Share Your Results — What You Accomplished
What did you actually accomplish as a result of the product or service? What were your results after applying what you learned? Example: “After applying X strategies I was able to X which resulted in X.”
Helpful considerations: When you share your results consider what you accomplished in transformation (speed or largeness of change), money or time.
Testimonies that Help Overcome Objectives
When you give this type of testimony, consider the objections you had before you chose to make the purchase. Some common purchase objectives are:
- Cost – don't have enough money or investment is way more than I've ever made
- Time – don't have time or think it will take too long
- Satisfaction – not sure it will work for me
- Ease of Use or Implementation – not sure that they want to take the action needed to get results
- Support – concern that once the purchase is made, the business will not be there to support it
Consider all the reasons you “almost” didn’t buy a product or invest in a service. Create your testimony focused on that specific objection. Then, you follow the before-and-after steps I outlined above. The difference is that you focus on the objection you had originally and how your real-world results were different than expected.
Examples of Great Testimonies
Take a look at the sample testimonies that I share below. Do you see the elements that I have mentioned today?
Examples of Product Testimonies
My friends Morgana Rae and Amethyst Wyldfyre gave such great testimonies for AudioAcrobat that their videos are on the home page! [side note, I love Audio Acrobat if you're not using them, consider it!]
Examples of Service Testimonies
My friend Georgina Sweeney has used Noah St. John's Afformation process and shared a testimony with him. Notice that she is right at the top of the page!
Lisa Mallis recently surprised me with a lovely blog post where shared her story about working with me. You can find it here: What You've Got to Know about Stephanie LH Calahan Here is the video portion:
Give it a Try!
I hope you can now see that giving a powerful authentic testimony is about more than how much you love a product. It is more than how nice or detailed a person was when you worked with them. When you deliver a really great one you are helping to persuade the reader/viewer to buy because they see a little of themselves in your story.
When they see a bit of themselves in your story, they'll gravitate towards you too.
If you're really adventurous, create a video and share it.
I'm curious, have you expressed your gratitude this way?
Until we talk again,
Live Fully — Love Openly — Laugh Often — Leverage Your Brilliance — Connect Authentically — Get Your Message Out — Serve with Impact — Prosper Everyday
until we talk again,
Embrace Your Brilliance and Get Your Message Out!
Live Fully — Love Openly — Experience Your Truth — Serve with Impact — Prosper Everyday
– See more at: http://www.productiveandorganized.net/2013/10/living-the-mobile-life-colleagues-share-their-virtual-business-strategies-and-tools.html#sthash.YzHtDBmb.dpuf
Danielle says
This is great! I just wrote one and put it off for months because I was unsure where to start.
Stephanie LH Calahan says
That is fantastic Danielle! Thanks for sharing that. I’m thrilled that this post helped you let go of procrastination. Woot!
Amar Naik says
testimonials on a video is a nice idea. thanks for sharing.
Stephanie LH Calahan says
You are welcome Amar. Glad you liked the post. Thank you for stopping by today.
Lisa Mallis says
Stephanie Thanks for such a comprehensive post! I’m looking forward to creating some product testimonials next . . . this wasn’t an area I had thought about. I appreciate that you appreciated my testimony – and mentioned it in your post! You are truly an awesome mentor and coach. Lisa
Stephanie LH Calahan says
Woohoo! I know that you will do an awesome job too Lisa. Thank you for the kind words. Much love to you.
Tai Goodwin says
Great post! I can’t wait to use a few of the tips you mentioned to update the testimonial templates I use with my clients. What you say about visibility is true. There are so many people I started following online because I saw them give a testimonial for someone else. Reading through testimonials, I either click all the links or google the name of the person giving the testimonial.
Stephanie LH Calahan says
Hi Tai – Thank you. Awesome to hear you had some inspiration to update your templates. If you have a post where you talk about those, I encourage you to share it here. I know that I have met and found people through their testimonies. It is amazing that more people don’t know how great of a visibility strategy this can be.
kirsten womack says
I really like the idea of video testimonials! It just sparked an idea for me. Very good information, thank you for sharing.
Stephanie LH Calahan says
Wonderful! So glad that you have an idea spark. Go take inspired action asap and let us know how it goes.
robertz says
I agree that testimonials are very powerful. Your blog gives a comprehensive review of how to give testimonials. I’m going to bookmark this and read it again to consider it in depth. Thank you
Stephanie LH Calahan says
Hi Robertz – Thank you for visiting and sharing your comment. When you review, I’d love to hear what you decide to do.
Coach Tanya says
Nicely done, Stephanie. I especially enjoyed the examples you shared for great testimonials! I know the power of these and I’m going to look for more ways now to apply the tips to my business. Thanks!
Stephanie LH Calahan says
Hi Tanya – So glad you dropped by today. Thank you (and thank you for sharing this post too!) I know that you are brilliant with communication, so the testimonies you choose to give will be awesome. If you do, please come back here and share some links, so people will have more examples to look at.
Gary Hyman says
Wow, great to get testimonials like Lisa’s. I believe we strive for testimonials like this – unsolicited, authentic, real. Couldn’t be any sweeter! It says it all. I also truly believe that if you help your clients the way they expect you too, the Lisa-like testimonials will arrive. You are correct – giving testimonials is probably one of the most overlooked ‘pay-it-forward’ ways of building stronger relationships. Thanks for the reminder. Great article, and thanks for sharing with us.
Stephanie LH Calahan says
Great to see you here Gary! Thanks for taking time to comment. Yes, I think that when you provide great service you are often blessed with people that want to share about you. When they can be taught how to make their testimonials powerful vs. “Oh, I love Gary, he is an awesome coach.” (that does not really say much) then you really have a winning combination.
Kimberly Eldredge says
Stephanie! Thank you so much for this article. I’ve found a ton of stuff out there about how to ask your clients for a testimonial but very little about how to give a good testimonial. I keep in mind that a testimonial is different than a review! In a review, I discuss the good and the bad (or the strengths and the weaknesses) but a testimonial is my place to *gush* about how great a product or service is and how much it’s transformed me. Thankfully, I did an okay job the last time I gave a video testimonial, but with your guidance, I know I can do a great job the next time. Thanks!
Stephanie LH Calahan says
Hello Kimberly! I had found the same thing. You make a great point about the difference between a testimony and a review. I’m thrilled to know that you have ideas on how to make your testimony even more powerful the next time.
Vatsala Shukla says
I haven’t received video testimonials yet but fully understand and relate to the tenets of powerful testimonials. I received one recently from a client which brought tears to my eyes. She had written it eloquently and I knew from the heart. It takes courage to open oneself and be honest about the change that has taken place in front of the world. Thank you Stephanie, the next time I write a testimonial, I’ll try to make mine powerful.
Stephanie LH Calahan says
Vatsala – When you said “It takes courage to open oneself and be honest about the change that has taken place in front of the world.” I smiled deeply. Yes, that is so true and often people have fear surrounding that. Thank you for bringing that point up. Glad I could share some tips that you found helpful.
Lisa Rothstein says
I LOVE the idea of doing testimonials proactively as a way of presenting yourself as a thought leader (after all, you are giving your “review” so you MUST be “somebody”, right??), adding value to your audience, and looking (and actually BEING) generous. Plus, I naturally share resources I think are cool, and love turning people onto each other, whether I “get” anything out of it or not. Also, it’s a great way to post a blog, or add to your newsletter when you are stumped for content. FAB!!!
Stephanie LH Calahan says
Lisa — Exactly! I love how you mention that giving the testimonies also positions you as a thought leader, because that is so true too and yes! It is a great way to fight writer’s block. (grin) Thanks for dropping by.
Brenda Adams says
I never would have thought to video myself doing a testimonial for someone else – fantastic idea! I did a written testimonial for a colleague over a year ago and I still get people who click on my info (on her webpage). It’s so neat to see that it’s still driving traffic to my site over a year later.
Stephanie LH Calahan says
Woohoo! That is awesome Brenda. Thanks for sharing how giving testimonies has worked for you.
Martia Nelson says
Thanks for breaking down the reasons for giving testimonials and the formula for giving powerful ones. If we’re going to put the energy into a testimonial we do want it to make an impact. Knowing the specifics helps!
Stephanie LH Calahan says
You are most welcome Martia. Glad you found it beneficial.
Al Smith says
One strategy I like is the idea of getting video testimonials. as long as they don’t come across as scripted as I sometimes see. Visual is such a big thing at the present. You know the saying, “one picture is worth a thousand words”. Video rocks! Good actionable info there Stephanie!
Stephanie LH Calahan says
Hi Al. Great to see you here! Thanks also for following on Twitter. I appreciate your thoughts on the video testimonies. The scripted aspect doesn’t bother me as much. There are many people that are really uncomfortable in front of a camera. Scripting can help a person speak from their heart in a pre-planned way.
Al Smith says
I hear you on that! But some people see the uncomfortableness, translate it as being fake, and discount the testimonial… Still, I agree that a video testimonial is better than a written one or no testimonial at all.
Stephanie LH Calahan says
That’s true. I see that perspective too. 🙂
William R King says
Excellent article Stephanie! Love the practical suggestions and guidance you give for sharing great testimonials. I will utilize these guidelines more in future testimonials on my site. Thanks again. William
Stephanie LH Calahan says
Thanks so much for dropping by! Glad you like the tips. Let me know how it goes when you try them.
Steve D says
Awesome tips and examples Stephanie!
I rely a great deal on testimonials prior to making a purchase nowadays. Your tips will help me craft a better testimonial to help others make a better buying decision.
Thanks and keep up the great work.
– Steve D.
Stephanie LH Calahan says
Hi Steve,
Glad you dropped by and I’m sure the people you leave testimonies for will be grateful for how helpful they are.