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that converts.

Well constructed testimonials will convert customers far better than any quick flyer review, 20 – 50% better. Testimonials are suppose to inform and comfort your next potential customers of their concerns and curiosity.

There are a differences between good -, bad – and useless testimonials.  Simply stating “good job”, tends to function as a useless testimonial.  A well constructed testimonials will answer potential customer’s questions.

Well constructed testimonials give justification and security to why your potential customer should use your service/product.  Bad testimonials often gives your business a more authentic feel.  Most customers understand that mistakes happen, they want to know how these mistakes are handled, in case the mistake takes place with their order.

Write from your customers perspective.

  • Are your trust worthy?
  • Were you helpful?
  • Were you on time?
  • Did something go wrong, and how was it resolved?


Skeptical buyers make for excellent testimonials writers. They often tend to go into for more detail than any normal customer, simply because they had their reservations.  These reservations are often about specific aspects of the sale transaction (such as the shipping or exchange)  It is these skeptical aspects that we want part of our testimonials, details details and details are what excellent testimonials are made of.



When writing your testimonials, start by asking:

  • What were your main concerns about this sale?
  • Did this sale improve your life?
  • Are there any specific features that you love about the sale?
  • Would you recommend this sale and why?
  • Is there anything you’d like to add?

Skeptical buyers tends to make

great testimonials as

honesty is the best policy.


If each business would do as much effort for happy customers as we often do to have happy moms, we will never experience bad customer service. Your potential customers will pick up the love and dedication you give towards your business and your customers.

The goal is not only to end with well constructed, informative testimonials, but to have dedicated fans for your business.  Customers that will stick with you out of choice and not a lack of it.


If your new to your business and have no testimonials, then you will need to work a tad harder to find those willing to give testimonials.  It is for this reason that many take the approach to offer a free service or product in exchange for a testimonial.

This tactic tends to work well, however we would suggest that you make it clear to your customers that any truthful testimonial/review will be appreciated, but not expected.  Offering something for free often puts your customer in the position where they feel obligated to offer a good testimonial in return, no matter the reality.   This often results in one liner flyer statements, such as “good job”.

Rather ask your customers to be completely honest as you want to learn from each testimonial.  You can afterwards decide which testimonials you want to use.


Many customers will feel they don’t have the time to contribute to your testimonial collection.  It is for these clients that you might want to offer the chance that you will write the testimonial on their behave and they simply have to okay it.

You stand a perfect opportunity to create case studies out of your customers order and experience, with these busier customers. Don’t be overly promotional, you will get enough of those testimonials.  Instead consider the entire interaction, the concerns your customer might have had and how your business made their experience better and useful.

Constructing your testimonials

allow you to handle each

testimonial a case study.


Give your customers the time they need to experience your service/product.  It’s mute to ask your customers for a testimonial/review when they have nothing yet to say, other than taking the product out of the box.  Give it a week and follow up with a testimonial/review request.  You can also simply just ask how your customer has experience the sale.

These communication messages can form the basis of your testimonials.

A good testimonial:

  • is filled with benefits, not just praise
  • substantiates your claims as a company
  • is relatable
  • is credible
  • is from a real person with a real photo
  • talks about features of your product/service
  • proves to visitors the benefits of purchasing


Showcase your testimonials through…

  • the traditional quote method.
  • social media avenues, such as Facebook and Twitter.
  • most asked for Video testimonials.

3 Successful approaches to collecting your testimonials


Any good business owners should be assured of their product/services, ensuring that the should have no fear asking for a testimonial straight after the completion of the project.  Consider asking the moment you know your customer are starting to receive any benefits from your service/product, sooner than later is better.

The problem comes when your customers freeze up when asked for testimonials.  In working around this problem you may want to instead ask your customers how their experience have been with your service/product.  This response will form the bases of the testimonial.  Go back and compile a well constructed testimonial, on your client’s behalf. Asking indirectly makes us feel more comfortable in agreeing to allow you to use their experiences as testimonials.

Also asking about their experience allows you the opportunity to correct any mistakes, before any testimonials are drafted.  Taking the advantage of constructing the testimonial on behalf of your client also allows you to focus on the important parts of the project. Simply having “good job” has little value, but making use of the skeptical customers and discussing their skepticism will result in more constructive testimonials.

Assured business has

nothing to fear

asking for testimonials

Give a taste of

your business away.


Incentivising has prove to have more than just testimonial benefits. You could consider making your incentive material a new product line or an upgrade for a period of time.  Double incentivising give you the benefit of gaining a testimonial as well as being able to test the market for a new product/service.  This dual benefit system can actually, and often do, lead to  new and old customers returning.


There are often a reason why a customer might not feel okay giving a testimonial at first, especially if the sale weren’t pull offed perfectly.

Your job is to find out why.

  • Why wouldn’t your customer want to share their experience?
  • Is it that the experience weren’t memorial enough or simply bad or maybe neither?

Spending the time to find out why, will not only show your customers that you truly care, but more importantly will be the lessons you learn.

Try and try again,

success is on the horizon.

Investing the time it takes to create the best possible testimonials will yield far better results than you could ever have thought. Especially considering that social proof has become an absolute MUST for any customer conversions.  It will be in your business’s best interest to start as soon as possible with testimonial collection and construction.

I do urge you to go the extra mile with your testimonials.  A simple “Good Job” isn’t good enough anymore, use your testimonials to answer client concerns though the use a case study examples.

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designed to get you more customers.