We’ve all seen the kind of vague customer testimonial that elicits eye-rolls from every reader, “ABC Company is a leader in its industry and has outstanding customer support.” No kidding. The truth is, if that’s the best testimonial you can come up with, you’d be better off deleting it from your website or marketing materials and putting something else (or even nothing) in its place. Consumers today are looking for something that can help them make their decision, not more marketing fluff.
And of course the problem is not with your customers. When they agree to provide a testimonial, they would like nothing more than to get some guidance from you on what you’re looking for. No, you shouldn’t write the quote for them. But you can (and should) absolutely help them frame up their endorsement.
Interview Beats Off-the-Cuff
It is the rare, eloquent individual who can rattle off an informative, compelling quote on command. For most people, it takes some coaching. Rather than firing off an email saying, “Hey customer, would you mind saying a few words about our awesome products,” schedule an interview instead. In that call or meeting, ask the following questions to get to the heart of why the customer became a customer:
- What were the obstacles to buying this product?
In virtually every case, there is at least one obstacle. Price, feature set, different agendas internally… whatever their challenges may have been, sharing them in a testimonial can provide a powerful “me too” moment for readers. - After you made your purchase, what was the general reaction to the product?
Let them know you’ll get to specific benefits derived from the product in a moment. Here we’re looking for more of a gut reaction. “It was such a relief to have the product available to us.” - What are three measurable benefits of the product?
They may be able to supply five (if so, take ‘em) or only one, but putting a number into the question will put their brain into list-making mode. “Measurable” is an important key as well. Testimonials that relate to quantifiable benefits are the most influential. Even if the best they can ultimately do is guestimate (“We can process orders approximately 25% faster.”), it’s good to have them attempt to put a number to things. - Which product feature has been most beneficial?
Prospects all have different needs, but even if the feature described by the customer isn’t at the top of the reader’s list, they can infer from the glowing recommendation that the specific functionality they are interested in will be equally impressive.
- When recommending the product to a colleague, how would you describe it?
Note we’re not asking “if recommending.” The customer has agreed to provide a testimonial, so it’s fair to assume they would recommend the product to a friend. - Anything else to add?
This question might seem like it’s just a courtesy, but you’ll be surprised at how many customers will seize this opportunity to go into great detail about their love of your product and company.
Serving up Compelling “Social Proof”
Prospects, by nature, are skeptical. You can tell them all day long that your products are “industry-leading” and that your support is “world-class,” but until they hear it from someone who doesn’t have a vested interest in them believing it, they are unlikely to be swayed.
And, of course, getting compelling quotes is only half the battle. Knowing how, when, and where to use them is the second half. As an inbound marketing agency in Colorado Springs for more than 20 years, we’ve worked with companies here and around the country to help them effectively evangelize their offerings. But we’ll let one of them tell you:
“After the first meeting with the 30dps team, a fully functional website was in place one week later. The approach to the design, content, and social media communications implemented by the 30dps team has been one of the core elements of our success bringing together neighbors and the community to forge solutions to move the restoration efforts forward quickly,” said Bob Cutter, founder and president of Colorado Springs Together.
How can we help you with your content marketing efforts? Let’s talk.
