Now that you’ve used this fabulous template to write customer testimonials, it’s time to learn how and where to use them to get maximum sales! It’s time to put those well-crafted testimonials to good use.
Why Do Customer Testimonials Work?
Let’s talk about WHY you want to use customer testimonials. Testimonials build trust and credibility for your brand and your business. They humanize your business and make it easier to relate to what you sell. When a prospect relates to a testimonial, they picture themselves using your product or service.
For example, I have a lot of kids. Four of them. My calendar is very full with activities. When I’m looking at a product (usually for business), and I see testimonials from other moms with more than 2 kids, I think, “If she can squeeze this in, I can, too.” Before I buy, I want confirmation that other people like me have used the product and gotten a good result.
Customers are willing to leave a testimonial when they had a positive experience with you and your company. Testimonials overcome skepticism because they aren’t salesy. They are unbiased accounts of how well your product or service works. If you have an “emotional” product or service, like skin care, weight loss, or making money, customers can be especially fired up about their results and give you powerful testimonials.
How Do You Get Testimonials from Your Customers?
Ask for testimonials frequently, especially at the point of sale. When you’re getting a new customer or business partner started with your products and services, let them know you will ask them for a testimonal after they get a result. Then teach them how to create a fast result. Most customers are willing to help you and excited to do it because they want fast results.
Get before and after pictures right away. Take them yourself or have your customer send them to you. Customers and business partners want results, but they will forget to keep track. You have to take charge of the process and collect the evidence. Not only will this make it easy to create a testimonial for future prospects, it will keep your current customer motivated, too.
Should a Testimonial be Written or Video?
Always ask for both types of testimonials. It’s easiest to get written testimonials. There are some people who will never get behind a camera. That’s ok. But you have to talk about video testimonials to put the idea in their head. It’s easiest to get video testimonials at events when people are excited and willing to try something out of their comfort zone. You can set up a video camera or take the video yourself. When someone has to set that up from home, it’s not likely to happen.
Video testimonials come across as more authentic than text. Your prospects can see the other person’s facial expressions, hand gestures, and who they are. They can judge for themselves if the other person is genuine. They are also looking to see if the person is like them and asking, “Will this work for me?
The Most Effective Ways to Use Testimonials to Increase Sales
1. Use Customer Testimonials During Sales Presentations
Prospects want to know, “Will this work for me?” Whether you’re doing a live presentation, using a video presentation, or a recorded call, make sure to include customer testimonials. This works best when you’re live and can tailor the testimonial to the prospect. If you’re in the weight loss industry and you’re talking to a mom of 4 kids, you can explain how your program is perfect for busy moms and tell her the story of how another mom of 4 reached her weight loss goals.
Testimonials are still powerful on a video or recorded call. If you’re creating a recording, you know your target market. Find testimonials that speak to that audience.
2. Use Customer Testimonials on Your Home Page
Use a testimonial on the home page of your blog or website that speaks to your ideal customer. It should let them know they’re in the right place and give them confidence that they’re going to find answers to their problems.
3. Use Customer Testimonials on a “Testimonials” or “Fans” Page
Have a full page on your blog or website dedicated to your customer testimonials. Include text and video testimonials here, but don’t just slap these up. Be strategic. Customers are looking for an answer to the question, “Will this product or business solve my problem?” Organize testimonials by topic, if appropriate, so customers will find relatable stories faster. Test adding headings to see if they get your prospect to watch or read more testimonials.
On this page, remember to focus on being helpful to the prospect, not on making your business or brand look good.
4. Use Testimonials on a Landing or Sales Page
Every sales page includes testimonials. It’s Internet Marketing 101. Yet, as a customer, I don’t totally trust them. Why? Because I know the business asked for them, requested them just for this purpose, and possibly incentivized them. They can seem phony or staged. Yet, I still read them, almost hoping one of them will answer my question or convince me to buy. This is one place where video testimonials can have a big impact. The more people are skeptical, the more they will look for authentic evidence that they can trust your business.
5. Use Customer Testimonials on a Thank You Page
After your prospect opts in for a free offer, signs up for your email list, or purchases from you, what better way to confirm that they made the right decision than to include a customer testimonial on the thank you page? They are already interested in what you have to offer and a testimonial here will get higher engagement than sending them to a blog post or testimonials page.
Now, you know how to use customer testimonials and have lots of reasons to start collecting them. Remember, customer testimonials will build trust and credibility for your business, AND generate more sales. Start using them today!
How else have you used customer testimonials? Please share in the comments.
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