Marketing Strategy: How to Write the Perfect Testimonial


If I tell you that I’m great at what I do, unless you already know, like, and trust me, most likely you’ll be skeptical. However, if an unbiased third-party tells you that I’m great at what I do, you’ll tend to be a little more open to that possibility. In other words, people tend to give more credence to what someone else says about you rather than what you say about yourself – hence the power of a third-party endorsement or as we’ll refer to it here, the testimonial.

Being how powerful a well-crafted testimonial can be, I highly recommend that you use every opportunity to get testimonials about you, your team, your product, your service, or your business in general. Collecting and effectively using testimonials should become a key marketing strategy for your business – regardless o the business you’re in. Simply put, they should be collected regularly and weaved throughout all of your marketing.

Another key note for your consideration is that I’m a firm believer in what goes around, comes around – bottom line, if you want a testimonial; you have to be willing to give a testimonial.

So with that in mind, my intention here is to empower you to create the perfect testimonial by sharing with you what I consider the 4 key components. Here goes:

➊ Component : The "Before" State

This is where you expose the state of where you once were prior to getting help from the recipient of your testimonial; the more commonplace and/or uncomfortable your state of being, the more effective the testimonial tends to be.

Some possible phrases for your consideration might be:

  • I was clueless about…
  • I wasted countless hours…
  • I burned thousands of dollars...

➋ Component : The "After" State

This surmises what you got out of… the consulting, the coaching, the book, the seminar, the workshop, the home study program, or whatever help you received… kind of a bottom line value statement. A key point to keep in mind here is that it’s typically more effective when you monetize your results.

For example:

  • In less than 3 months from participating in your workshop, I have grossed an additional $60,000 in revenue over the same period last year…
  • After reading your book on time management, I was able to recoup more than 10 hours of billable time per week – that has equated to a $30,000 increase in revenue over the past 3 months…

➌ Component : What’s Now Possible

This component addresses what other new possibilities the future may hold for you – Where do you see yourself going from here?

Some questions you can ask yourself to bring about ideas might be:

  • What doors have opened up because of your newfound results?
  • What revenue streams have been created or enhanced?
  • What competitive advantages now exist and how will they impact your future?

➍ Component : Call to Action

It may come as a surprise to you but most people secretly want to be led. They want to be told what they should do next. They also have a distinct desire to fit in – following suit with the status quo. A proper call to action can accomplish these objectives and more, and become a very powerful weapon for you.

Some possible calls to action might be:

  • For anyone reading this, do your business a favor and hire John Doe Consulting today!
  • You’d have to be crazy not to take this seminar! Call to sign up today!
  • You too can have all the perfect clients you could ever want by hiring Dean as your marketing coach immediately!

So in closing, depending on the type of business you are writing the testimonial for, you may not need all 4 components that I’ve outlined for you here. Just use your judgment and craft the most powerful one you can muster up. And here’s a power tip for you, share this article with anyone who has shown interest in writing you a testimonial – you’ll be glad you did.

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