How to Grow Your Business With Testimonials
HOW TO GROW YOUR BUSINESS WITH TESTIMONIALS
EPISODE 028 | APPLE PODCASTS | SPOTIFY
A huge welcome.
Today's topic might seem a little small, but it has the potential to be huge and it comes from one of the biggest mistakes I see small business owners make, the exact same mistake I was making and when I realised it, it was a proper a-ha moment. I am really excited to share it with you, as it’s something you can apply pretty much straightaway … it’s all about the transformative power of testimonials and I hope, I sincerely hope, that by the end of this episode, you’ll think completely differently about the way you use testimonials to promote your business and your incredible shout-worthy offerings.
“I’m excited to dive into why testimonials are a cornerstone of trust, how to gather them in a way that highlights your clients’ stories, and how to share these in a manner that not only elevates your brand but also deeply connects with your community.”
THE ROLE OF TESTIMONIALS IN YOUR BUSINESS
Just the other day, I heard someone say something along the lines of "In the stories you share about your business, let your customers be the heroes. You're the guide, the one supplying the solution to whatever it is they need, you’re the magic behind the scenes, but your customers and clients need to be the heroes, and you are there to help them achieve their victories."
Now, whether you provide life changing solutions, or much needed feel-good offerings, this applies to every single business and offering, both product and service based.
We all love to bask in the glow of positive feedback, hearing how our business made a difference. It feels good, right? But when it comes to sharing these testimonials, it's not just about flaunting how great we are. It's about something much deeper. It's about reflecting the journeys, the transformations, and the victories of those we help and support, our customers, and clients. This is where the true power lies.
So, I've put together this quick guide for you. It's not just about gathering shiny words of praise but about crafting a narrative where your business plays a crucial role in the positive tales of your clients and customers. They're the heroes, after all, conquering their challenges with your help. And by the end of this episode, I hope to empower you to shout about how brilliant you and your business are in a way that truly resonates and impacts your audience and, most importantly, is effective for your business.
Let’s start by exploring the foundational role that testimonials play within a business. It’s very easy to overlook the power that lies in a well-used testimonial.
They are, in essence, the building blocks of credibility and trust. Especially when we are working from our home offices or kitchen tables, testimonials offer a window for the world to see the impact of our passion, motivation and huge amounts of hard work.
“I would love to share a personal story with you. Like many businesses that I see, I had a whole bunch of glowing testimonials on my website, recounting some amazing examples of how hard I had worked and the amazing finished result. But, when I started to focus on sharing the words that would resonate with my target audience, instead of focussing on the ones that just showed me and my team in a positive light, it had a dramatic impact on our enquiries and confirmed projects.”
And similar today, the testimonials we share focus on how our guidance has been instrumental in not just shaping our students’ brands but in significantly boosting their confidence and motivation to pursue their huge dreams. The testimonials we share on our website and social media, make a dramatic impact on our recurring revenue. Future students don’t just see the success of our previous students, they see the potential for their own success through our offerings.
This experience taught me a valuable lesson: a good testimonial goes beyond the surface level of 'good job.' It encapsulates the journey, the struggles, the victories, and most importantly, the transformation experienced by the client. It's about showing prospective clients that you're not just selling a product or service; you're offering a pathway to their success. Your business becomes a beacon of hope, a testament to what's possible when passion meets purpose.
Now, what I do can absolutely be life changing, but my offerings weren’t always quite like this, they were instead luxuries and nice to haves. So please don’t think your offerings need to be these huge life shifters to be able to share effective testimonials. This really does apply to every business, regardless of whether you're providing a service that transforms a business from the ground up, or offering a product that enhances the quality of life in small, yet significant ways.
Take, for instance, one of our students who specialises in high-end luxury kitchen pots and pans. At first glance, one might think, "How can cookware transform someone's life?" But it's not just about the cooking; it's about the experiences, the joy of cooking, and the moments shared around the table that these products contribute to. This is one of the testimonials she received and shared:
““Before I discovered your brand, cooking felt more like a chore than a pleasure. I used to rush through meal prep, eager to get it over with. But when I invested in my first set of your pans, it changed the way I approached meal prep. Cooking became fun, and I found myself looking forward to experimenting with new recipes and inviting friends over to share. I feel like a gourmet chef in my own home! Thank you!””
You can see how this testimonial beautifully illustrates how even a non-essential, luxury item, can have a profound effect on someone's life. The story here isn't just about high-quality cookware; it's about the transformation in her approach to cooking and how it became a source of happiness, creativity, and social connection.
So, no matter what your business offers—whether it's life-changing services or luxury products—there's always a story to be told through your testimonials. It's about the value, the joy, and the difference your product or service makes in the lives of your customers. And that, my friends, is where the true power of testimonials lies.
“For all of us entrepreneurs, testimonials serve as a bridge connecting the intimate, behind-the-scenes efforts of your work specifically with the vast, often impersonal online marketplace. They humanise your brand, giving your business a voice and a story that resonates with others in a similar situation.”
THE HEART OF YOUR GROWTH STRATEGY
As I transitioned from a start-up to a seven-figure brand, testimonials were at the heart of our growth strategy. They didn't just validate our claims; they amplified our story, enabling us to connect with our audience on a deeper, more meaningful level. This transformation was not just in our profit margins but in the community we built, the lives we touched, and the global reach we achieved—all through the power of genuine, heartfelt testimonials.
So, as we delve deeper into today’s guide, remember, testimonials are much more than feedback. They are your business’s lifeline to growth, trust, and credibility. They’re the stories that inspire others to believe in you, to choose you, and to join you on the incredible journey of transformation that your business promises.
“A compelling testimonial is more than just a statement of satisfaction; it’s a story, a journey, and a testament to the transformative power of your offerings. Here are the five key elements that make a testimonial truly stand out:”
Authenticity
The foundation of a powerful testimonial lies in its authenticity. Genuine, heartfelt feedback that reflects a real experience is infinitely more impactful than a generic or overly polished statement. Authentic testimonials capture the essence of the customer's experience, complete with their emotions, challenges, and the joy of their achievements. Encourage your clients to speak from the heart, sharing their true story in their own words.
Specific Benefits
While it's great to hear that someone loves your product or service, specifics turn a good testimonial into a great one. What exactly did they love? How did it improve their day-to-day life or business? Did it save them time? Enhance their well-being? Specific benefits provide tangible proof of value, making it easier for potential clients to see the impact your offering could have on their own lives.
The Customer's Journey
A testimonial that outlines the customer's journey from facing a challenge to finding a solution through your product or service is incredibly powerful. It's about showcasing the transformation that occurred, highlighting the problem they were experiencing, the solution you provided, and the outcome they achieved. This journey not only demonstrates the effectiveness of your offering but also makes the testimonial relatable to others facing similar challenges.
The Hero's Story
Remember, in the narrative of a great testimonial, the customer is the hero. Your role is that of the guide or mentor who provided them with the tools or solutions they needed to overcome their obstacles. Focus on how your product or service empowered them, enabling them to achieve their goals or fulfil their needs. This perspective ensures that the spotlight remains on the value provided to the customer, reinforcing the idea that your business supports its clients in becoming the best versions of themselves.
Crafting the Narrative
When gathering testimonials, consider guiding your customers with prompts or questions that help them articulate their journey in a structured way. Ask them to describe where they started, the challenges they faced, how your product or service helped, and where they are now. This not only helps in gathering more detailed and impactful testimonials but also makes it easier for customers to share their experiences.
“A powerful testimonial transcends mere praise; it weaves a narrative that connects with the hearts and minds of your prospective clients. It showcases the human impact of your work, making your brand not just seen but felt. These stories of transformation and success not only foster trust and credibility but also inspire others to embark on their own journey with your brand.”
As we've seen through our own experiences and those of our students and clients, the right testimonial can be a genuine light of possibility to those just discovering your offerings. They are not merely reflections of past success but invitations to future clients to join a community of transformation, support, and achievement.
The goal of a testimonial is not to boast about how wonderful we are but to demonstrate how we serve as catalysts for change, empowering our clients and customers to achieve their dreams and aspirations – whether big or small, simple or dramatic. By focusing on authenticity, specific benefits, and the customer’s journey, with them as the hero of their story, we craft testimonials that not only elevate our brand but also deeply resonate with and inspire our community.
Next, we'll look at best practices for gathering testimonials, ensuring you have a treasure trove of compelling stories to share with the world. Now that we understand the power and structure of an impactful testimonial, the next step is gathering these powerful pieces of feedback. Let’s walk through some best practices to make this process as smooth and effective as possible for both you and your clients.
Step 1: Timing is Everything
The ideal time to ask for a testimonial is when the positive impact of your product or service is fresh in your client's mind. This could be right after a successful project completion, upon achieving a milestone, or after they’ve purchased and expressed satisfaction with your offering. The closer you ask to these moments of high satisfaction, the more vivid and enthusiastic the testimonial will likely be.
Step 2: Choose Your Method Carefully
Depending on your relationship with the client and the nature of your business, decide whether to ask for testimonials through email, social media, direct messaging, or even in person. Each method has its advantages. Emails allow for a more detailed response, social media can make sharing easier, and in-person requests can harness the power of immediate, genuine reactions. Tailor your approach to what feels most natural and effective for your interaction with each client.
Step 3: Make It Easy and Appealing
One way to encourage clients to provide a testimonial is to make the process as easy as possible for them. Consider providing a simple, structured form or a list of prompt questions to help guide their feedback. Questions could cover what their situation was before using your product or service, what made them choose you, how you solved their problem, and where they are now.
DISCUSSING COMMON MISTAKES
While gathering testimonials, there are a few pitfalls to be mindful of:
Not Seeking Permission: Always ask for permission to share the testimonials publicly, whether on your website, social media, or promotional materials. This not only respects your client's privacy but also ensures there are no surprises or discomfort about how their feedback is used.
Lack of Guidance: Failing to provide clients with guidance on what to focus on can result in vague or unhelpful testimonials. As mentioned, providing prompts or specific questions can help clients craft more detailed and impactful narratives.
Over-Editing: It’s important to preserve the authenticity of a testimonial. While it might be tempting to heavily edit for clarity or impact, doing so can strip away the genuine voice of your client. Make minor adjustments for readability if necessary, but keep the essence of their message intact.
“By following these steps and being mindful of common mistakes, you can effectively gather testimonials that not only showcase the value of your offerings but also resonate deeply with potential clients.”
With a collection of powerful testimonials at your disposal, the next step is to share these stories in a way that maximises their impact. Effectively distributed testimonials can significantly enhance your brand's credibility, engage your audience, and inspire potential clients. Here are strategies and creative ideas for showcasing testimonials across various platforms.
Social Media
Quote Graphics: Create eye-catching graphics with quotes from your testimonials. Use your brand colors and include a photo of the client (with their permission) to add a personal touch.
Video Testimonials: Encourage clients to record a short video sharing their experience. Videos can convey emotion and authenticity more effectively than text alone.
Stories and Highlights: Use Instagram Stories to share testimonials in real-time and save them to your Highlights for long-term visibility.
Website
Your website serves as the central hub for your brand's online presence, making it a prime location for testimonials, particularly when placed beside the actual offerings being mentioned in the feedback, and you may want to include a few standout testimonials prominently on your homepage to immediately establish trust with visitors. I would focus on strategically placed testimonials, rather than one dedicated page full of testimonials.
Newsletters
Incorporating testimonials into your newsletters can add value and credibility, encouraging subscribers to engage further with your brand. You can share detailed client success stories in your newsletters. This not only showcases the impact of your work but also keeps your audience engaged with compelling content.
Creative Presentation Ideas
Beyond the traditional methods of sharing testimonials, consider these creative ideas to enhance engagement and relatability:
Before and After Stories: If applicable, share before and after scenarios to visually demonstrate the transformation clients experience with your product or service.
Client Spotlights: Conduct interviews with past clients and feature them as case studies or spotlight stories on your blog or in your newsletter.
Interactive Content: Create interactive content, such as quizzes or sliders on your website, where users can see the change your clients experienced before and after engaging with your service.
Best Practices for Sharing Testimonials
Regardless of the platform or method, keep these best practices in mind:
Always obtain permission from clients before sharing their testimonials, especially if you're including personal information or photos.
Regularly update your testimonials across all platforms to keep your content fresh and relevant.
Tailor the presentation and format of testimonials to fit the platform and your target audience's preferences to maximize engagement.
“By strategically sharing testimonials across your marketing channels and getting creative with their presentation, you can significantly amplify your brand’s message, build trust, and connect with your audience on a deeper level. Testimonials are not just feedback; they’re proof of your brand’s ability to deliver results and transform lives. Let these stories speak for you, and watch as they attract more clients who are eager to experience the same success.”
I would love to open the floor to you. I would love to hear your own stories of gathering and using testimonials. How have they impacted your business? What challenges did you face, and how did you overcome them?
And if this episode has created an A-HA moment for you, or perhaps you have applied the strategies I’ve shared, have they made an impact. I would love to hear from you. You can either send me an email at news@philippacraddock.com or contact me directly through Instagram.
As we bring today's episode to a close, let's do a quick recap. We've explored the importance of sharing testimonials that resonate, capturing the authenticity, the specific benefits, and the heroic journey of our clients. We've looked at the best practices for gathering this feedback, emphasising the importance of timing, approach, and the authenticity that lies at the heart of every testimonial. And we've looked at different ways to share these stories, ensuring they not only reach but profoundly touch our audience, fostering a community of trust and mutual success.
I hope this episode serves as a reminder of the importance of integrity, balance, and practical guidance in our entrepreneurial journey. It underscores our commitment to not just achieving business success but doing so in a manner that aligns with our core values and goals. Our mission is to empower, to inspire, and to lead with kindness, creating a space where every entrepreneur can thrive.
Testimonials are more than just words of praise; they are the heartbeat of your business, reflecting the lives you've touched and the transformations you've facilitated. As we close today's episode, I encourage you to look at testimonials not just as feedback, but as powerful stories waiting to be told. Stories that not only showcase your achievements but also inspire, connect, and convert.
Thank you so much for sharing your time with me today, for your curiosity and eagerness to learn and grow, and for being an integral part of our community.
With huge love,
Philippa