What are the best practices for writing and editing your testimonials to make them more persuasive?

1 Choose the right sources

The first step is to select the best sources for your testimonials. Ideally, you want to get feedback from clients who are similar to your target audience, have achieved tangible results with your product or service, and can express their satisfaction clearly and convincingly. You can ask for testimonials after a successful sale, a positive review, a referral, or a case study. You can also use online platforms, such as LinkedIn, to find and request endorsements from your clients.

2 Ask the right questions

The next step is to ask the right questions to elicit the most relevant and compelling testimonials. Rather than generic or vague statements, such as "I love this product" or "This service is great", focus on specific benefits, challenges, outcomes, and emotions that your clients experienced with your solution. Good questions to ask include: what was the main problem or pain point before using the solution? How did the solution help solve that problem? What results were achieved? How did the solution make the client feel? And what would they say to someone considering using it? Asking these questions will help you get meaningful feedback and provide valuable insights for improving your product.

3 Use the STAR format

The third step is to use the STAR format to structure your testimonials. STAR stands for Situation, Task, Action, and Result and is a simple yet effective way to tell a story that demonstrates the value and impact of your solution. When using this format, you should describe the context or background of the client's problem or need, the goal or objective they wanted to achieve, how they used your solution to address their situation or task, and the outcome or benefit they obtained. Incorporating the STAR format into your testimonials can help you create clear, concise, and persuasive stories.

4 Edit for clarity and impact

Editing your testimonials for clarity and impact is the fourth step. You want to make sure that your testimonials are easy to read, understand, and remember, so use short sentences and paragraphs, active voice, and specific numbers and facts to support your claims. Additionally, emotive words and expressions can convey enthusiasm and satisfaction, while quotes and direct speech can add authenticity and personality. Furthermore, formatting tools such as bold, italic, or underline can be used to highlight key points or phrases. However, be sure not to change the meaning or tone of your testimonials; preserve the original voice and message of your clients. Always ask for their permission before publishing or using their testimonials.

5 Showcase your testimonials

The final step is to showcase your testimonials in an impactful way. You want to ensure that your testimonials are visible, accessible, and relevant to your prospects. For instance, you can use testimonials in sales pitches, proposals, presentations, and follow-ups. Additionally, you can display testimonials on your website and social media profiles. You can also create testimonial videos, audio clips, or images to add variety and appeal. Furthermore, you can use testimonials as social proof in email marketing campaigns, newsletters, or webinars. You can even segment your testimonials by industry, niche, product, or feature to match the needs and interests of your prospects. By showcasing your testimonials effectively, you can boost your credibility and trustworthiness among your prospects.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?