- Don’t over-edit. Testimonials work best when they are in “real” language. Those small grammar and language quirks help the reader connect and demonstrate they are real.
- Use testimonials that fit. Place appropriate testimonials along with a particular point that you are trying to make.
- Address objections. If a prospect discovers that another customer’s worries have proved groundless, then that person is more confident to reach for the wallet (or into their budget).
- Never fake it. While testimonials are crucial, it’s not worth the risk to fake them. Most people have well-trained BS detectors that can smell a fake a mile away.
- Encourage specifics. Specificity works - and it is especially effective in a testimonial. Rather than “we saw a big improvement,” get your customer to state exactly what the improvement was, such as “we saw a 217% improvement.”
Thanks to Chris Garrett for the tips!