Tanja explains that testimonials are important because they give the reader a context about what it’s like to work with you.

Testimonials need to tell a story with a clear before, during and after.

Before
Needs something about the person who is writing the testimonial and why they got in touch. What problem were they looking to solve?
What were they worried about before contacting you?

During
Reassuring your reader about what working with you is like.

After
Results and the effects of the results.

Let your clients know that you have a testimonial process. Send them questions and ask them to answer honestly.

KT recommends her End of Project sign off template. Testimonial questions included.

Tanja’s six questions:

  1. How would your client describe the problem they were struggling with when they came to see you? This helps to give an overall sense of the before situation for that client. Often they’ll include some information about who they are in their answer too.
  2. What was your client skeptical or worried about before they used your copywriting services?
  3. What did you actually do for your client during your work together with them – this helps to provide the “during” part of the testimonial
  4. What specific results have you had from your work together with them so far? (It may be helpful to see if your client is happy for you to follow up with them again in a month or two to see if those results have changed any)
  5. What have the benefits of those results been for your client? (Sometimes the benefits people get out of working with you go well beyond the specific results you got for them – so for example, one of my clients, who I helped out with editing a “signature manifesto blog post” used it to become a regular HuffPost blogger, which is something a lot of people in my niche would love to be able to do)
  6. Would they recommend your product to other people like them?  If so, why or why not? This helps your client to sum up the one or two key takeaways they want other people to get from reading the testimonial, and sometimes this can really help to underscore their message.

Bonus question – for your records only: Is there anything they’d have liked you to do differently or improve? Make sure they know that their feedback will genuinely help you and that it won’t end up in the finished testimonial – some people are worried about looking ungrateful or nitpicky, and so won’t offer constructive feedback.

Q. How do we actually get the testimonial?

  • Make sure that your clients know that it’s part of your process.
  • Send the questions. Ask when they will get it back to you and follow up.
  • Pull out the key points. Make a narrative testimonial and send it back to them.
Category: Marketing

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