Customer testimonials play an important role in marketing. They are the success stories that bring your product or solution to life. They are a way of helping others relate to pain points and learn how those challenges were addressed through your product or solution. A reliable, third-party approach drives credibility to your brand.
To optimize your customer testimonials, Promotional Consultant Today shares these key elements, as identified by Joel Klettke, a copywriter who packages and delivers content such as customer testimonials.
1. Be specific. An effective testimonial is specific and direct. Using general language such as “Great product!” is not effective. The best testimonials are more like feedback than accolades. They mention specific benefits, situations and outcomes that the customer appreciated-details that create context for a prospective buyer.
2. Be authentic. The best testimonials sound natural, using layman’s terms, slang, and a conversational tone. They need to sound believable, not manufactured. They should embody the unique voice of that specific customer—not your brand. Imperfect testimonials (the kind that don’t read like polished ad copy) are actually the most effective ones.
3. Follow “BDA” format. Use this formula to tell the story: Before, During and After. Ideally, you want to paint a picture where the person leaving the testimonial confesses the problems they were facing, spells out how they came to find your solution and their experience in making the decision to buy, and then describes how they have benefitted from the relationship.
4. Have social proof. Strong testimonials will include authenticity and details, such as:
Photos: Make sure they’re clear and professional looking. Grainy pictures or photos that look like stock images will work against you, as will any photo that doesn’t look like your market.
Location Info: Listing a city is a good way to prove that the person leaving the testimonial actually exists.
Business name: Listing a business name is one of the best sources of proof because no business would allow their name to be used inappropriately, and legitimate businesses are easily verified.
Website links: If nothing else, link to the website of the company giving the testimonial. This gives people a chance to check out who they are.
5. Placement. Finally, consider where you place your testimonials. You can turn quotes into compelling headlines in ads, brochures and flyers. Formatting is also important. Use contrast, italics or quote marks (as appropriate) to let people know they’re reading a quote. Also consider the number of testimonials that you include. Several testimonials focusing on different pain points and solutions will showcase the breadth and depth of your product.
Be strategic in the use of your customer testimonials and enhance the presence of your products and services.
Source: Joel Klettke is a copywriter for hire and a former agency-side SEO. He works with agencies and brands to create content that won’t get tuned out.
