I find myself writing more and more testimonials every day. Part of my job at Vivid Image entails helping businesses create case studies, success stories, social media posts and website content. In addition, the opportunity to provide reviews for businesses is abundant for professional and personal reasons. Reviews are prominent on Facebook, Google, websites, and in-store. I also receive many surveys that allow me to share my feedback.
I’ll admit that I am a little nerdy and enjoy participating in these feedback opportunities to see what new collection approaches are available. I even signed up to be a Google Local Guide, which is a whole Google program regarding feedback about businesses. While not everyone cares about the topic of testimonials or reviews as much as I do, you might still find a few tips on how to write a testimonial interesting. Testimonials can be a powerful tool in marketing.
What is a testimonial?
“Written recommendation from a satisfied customer affirming the performance, quality and/or value of a product or service.”
-Business Dictionary
Testimonials can be found in many forms within materials. Case studies and success stories form around them and they insert into websites, social media and other promotional materials. (See an example of a complete case study here) A review left by a customer for a business is considered a testimonial. While saying “I like your business” is officially a testimonial, it isn’t very helpful. By leaving feedback you have the opportunity to impact a business and potential customer’s impression of the business. Adding a few details gives the business an opportunity to understand your experience and make applicable changes. It also allows potential customers to apply your information to their situation. By following six easy steps, you can write a meaningful testimonial.
Six Steps to a Testimonial
- What do you like most about the product/service.
- Be specific. This will provide detail that people are looking for.
- What obstacle could have prevented you from using this product/service?
- Even the most determined buyer comes across obstacles. It may have been price, timing, availability or previous impressions. Sharing this information gives insight to businesses and it provides potential customers reality.
- How did you overcome that obstacle?
- This is a very important part associated with topic two. If you mention an obstacle explain how you worked through that concern. Without the explanation, you’ll leave people wondering.
- What is the biggest benefit(s) of the product/service?
- Ideally you’ll share 1-3 benefits. In step one you talk about what you like the most. Expanding on that to share how this product has made your life easier or what was useful allows a broader understanding.
- Would you recommend the product/service?
- While this may seem simple, stating the fact that you recommend something holds a lot of weight and adds impact to a testimonial.
- Is there anything else to add?
- Most topics will be covered by now, but make sure to share unique tidbits of information that influenced your experience. These are the things that will make your testimonial stand-out and be unique.
When you are writing a testimonial for business these six steps are an easy way to make sure you are sharing appropriate information that will be meaningful to the business and potential customers. As a result you will end up writing more than one sentence and it will provide guidance to the business and potential customers. Keep these six steps in mind. Next time you get the opportunity to write a testimonial for a business, I bet you’ll get as excited as I do!
Would you like to see more customer testimonials from your customers? Ask for them! Read more about this topic in my blog post, Online Reputation: A Love-Hate Relationship. Make sure you know what people are saying about you online and ask for their feedback.
