Your clients love you and you have some great testimonials. Today, I want to show you how to transform those testimonials into a massively valuable asset for your business.
I was prompted to write this, after I added some testimonials to a page that promotes my individual marketing sessions. In just 72 hours, using the 3 ideas I’m about to share with you, bookings surged by almost 50%.
Here’s what I did and how to make it work for you and your business.
The 3 Key factors
First of all, here’s the page I’m going to be referring to. If you take a look, you will see that I have used the testimonials in a very specific and highly effective way.
Here are the 3 key factors behind the success of those testimonials.
1. The testimonials are in the correct place
Many business owners have a dedicated testimonials page. This is extremely ineffective. Your prospective clients need to see testimonials in context! Testimonials need to be right there, as a part of the message they’re reading.
This makes your marketing message stronger, because an independent 3rd party is confirming how valuable your offering is, at the exact point where the prospective client is forming their opinion.
2. The testimonials stand out, rather than get in the way
Even when a business owner places them on the same page as their marketing message, they usually use the wrong format. Typically, the testimonials will be placed into the text of the marketing message.
The challenge with that approach is that it breaks up the flow of your message. It gets in the way. It weakens what you have to say.
If you take a look at what I did, you’ll see that the testimonials are delivered as images… clean, clear white text on a deep grey rectangle. These text images are placed to the right of the actual content, so they are there to be seen, yet without them breaking the flow of the message. This allows you to get the balance right, between making the testimonial highly visible, yet not putting it in the way of your marketing message.
3. The testimonials are short and relevant
Most testimonials you see business owners using are way, way too long. Using lengthy testimonials wrongly presupposes that your prospective client is going to wade through the fluff, to find the key, relevant reassurance she needs.
Lengthy, diluted testimonials lack the impact of a short, relevant statement. They are also too long to use within your marketing message. So, find the key point or points of the testimonial and discard the fluff.
Remember: You worked hard to earn your testimonials. Now it’s time to make your testimonials work for you.
The small business owners I work with enjoy far more sales, attract better clients and grow amazing businesses.
If you want the same, here’s exactly how it happens.