Why Great Testimonials Are Your Best Sales Tool
Testimonials are the perfect way to up your website’s impact. Why? Because real people with real insights are distinctly more compelling than you trying to convince them how great your product or service is over and over again. (And it is great! We believe you!)
Testimonials are worth it:
They serve as a form of social proof: instant trust and authority. Testimonials show potential customers that others have had a positive experience with your brand, product, or service. Well-crafted testimonials convey the benefits of your product or service in a compelling manner. They illustrate how your offering can transform a customer's life clearly and concisely.
They position you as the guide. When you showcase your customers as the true hero in the story, it helps prospects see themselves achieving similar success.
Watch Out!
Be wary, though. There are a few pitfalls you simply must avoid when gathering testimonials:
Lacking Detail and Specificity: A bad testimonial is one so broad it doesn’t actually say anything. It uses phrases like “great product” or “excellent service” without explaining why. Specificity is key to making testimonials trustworthy and valuable. “I liked the product. It's good.” Nope, we need more details.
Too Good to Be True: Testimonials that sound overly positive, like they belong in a fairytale, often do more harm than good. Exaggerating the benefits of a product or service simply erodes trust. It comes across as insincere and might even prompt some eye-rolls, or worse: suspicion it was AI-generated. “This product changed my life overnight! I became a millionaire in just one week!” (Narrator: It didn't.)
Fake and AI-Generated Reviews: With AI tools now widely available, consumers and platforms alike have become savvier about spotting inauthentic testimonials. This actually works in your favour, because genuine, specific testimonials stand out more than ever. But it also means your real ones need to sound real. Robotic, over-polished language can inadvertently raise red flags even when the review is 100% legit.
Relevance to the Audience Matters: A testimonial that fails to connect with your target audience’s priorities and pain points misses the mark. It's vital to gather testimonials that resonate with your audience. “I love this product even though I'm not really into this kind of stuff. But it's great!” Really though, is it a good fit for your audience?
Try This Instead
If you’re worried about how or when to ask your customers and champions to provide a testimonial, don’t be! Use these tried-and-true tips to collect the best possible testimonials with every ask:
Time it Right: Ask for a testimonial when your customer is happiest with their purchase. For instance, after they've received a package or completed their service.
Simplify the Process: Make it super easy for them to share their thoughts. Offer options like leaving a review directly on your website, sending a quick email, or a user-friendly feedback form. And don’t sleep on video and audio: a short recorded testimonial shared via text or email is easier than ever for customers to pull off on their phones, and it converts well on websites and social media.
Get Specific: Encourage them to talk about the features they love or the experience they had. Ask for details like how it solved a specific problem or enhanced their life. Did that cozy winter coat keep them warm in a blizzard? How did the blender revolutionize their morning smoothies? Share how!
Engage in Conversation: If possible, have a friendly chat with a customer or client. This can lead to more detailed and authentic feedback, just like talking with a friend. Then type up their feedback and send it to them via email with an ask like, “Thank you so much for sharing your feedback on working with our team. Would it be okay with you if I shared the following testimonial on our website?”
Respect Privacy: Always ask for their permission before using their testimonial. If they prefer, let them stay incognito or use only their first name. And if you've offered any incentive in exchange for a testimonial, make sure that relationship is clearly disclosed.
Let Them Speak
A website that converts visitors to leads needs to be clear and compelling. For your customers, testimonials help them quickly and easily tick off the box of whether or not they can trust you. In a world increasingly skeptical of what's real online, the words of actual humans reassure them of your validity and value, while reinforcing why your offering is excellent.
Yes, you’ll have to do some work to include them in your process, but the results will speak for themselves. So get gathering!
Sarah Whyte is Bright Light Content’s Copywriter and Brand Strategist.She’s a quick talking, avid reader who delights in noticing big truths in everyday places.
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