Writing Testimonials That Drive Sales

You Don’t Need Better Testimonials —  You Need Better Storytelling Your Testimonials Are Dying in Your Docs Most businesses are sitting on a goldmine of social proof. (And letting it rot) Here's the truth no one's telling you: Raw testimonials don't sell. Stories do. Here's how to transform dead feedback into living proof: 1. Find the Tension First → What kept your client awake at night? → Which "solutions" had already failed? → What made them finally reach out? 2. Build the Stakes → What would happen if nothing changed? → Which obstacles almost stopped them? → What convinced them to trust you? 3. Show the Transformation → What specific results emerged? → Which surprise benefits appeared? → How does their world look different now? Example: Before: "Great service, helped us grow our sales!" After: "We were burning through $40K/month on ads that didn't convert. Two agencies had failed us. Within 8 weeks of implementing the new framework, our cost per lead dropped 65% and our team stopped working weekends." See the difference? One is forgettable. The other makes prospects reach for their wallet. Your testimonials are story gold. Stop letting them gather dust. ♻️ Share if this shifted your thinking 🔔 Follow Mike Hays for more modern marketing psychology

Testimonial requests tend to sound like homework. “Would you mind filling out a quick review form?” “Could you write a few lines about your experience?” As Abe Lincoln once said - ain't nobody got time for that. Not when they’re drowning in QBR decks and budget asks. But here’s the good news: You’re ALREADY getting testimonials. You’re just not capturing them. How? Well, your best reviews happen mid-sentence...not in post-call surveys. Every week, your customers are saying: - “This saved us so much time.” - “I had no idea we could do that.” - “You’ve made my job way easier.” THAT'S your testimonial. Don’t ask for it later. Double back immediately. “Loved that feedback - any chance I can turn that into a short quote for our team? I’ll write it up for you to approve.” The answer is usually yes. Here’s a 3-part system CSMs can use: 1. Use Sybill to identify key praise moments. Tag the call. Clip the quote. Make it easy for marketing to use. Bonus points if it aligns to a launch, feature, or persona. 2. Send the follow-up within 24 hours. Keep it short: “Hey Samantha - loved what you said on today’s call. I drafted a quick version below. Let me know if you’re cool with it or want to tweak anything.” Now it’s opt-in. You removed homework from the equation. 3. Tie review asks to key milestones. Don’t wait until EBRs. Ask after: - a successful onboarding. - a new feature rollout. - a strong support save. - a surprise ROI win. All you're doing is reinforcing momentum. tl;dr = testimonial collection isn’t so much of a marketing play as it is a CS system. If your team’s sitting on dozens of glowing comments each month, but none of them make it into your website, your decks, or your content, you simply need to do a better job of capturing what's already coming your way. Fix that and the next case study writes itself.

The secret to powerful testimonials? 👇 Understanding the 𝗰𝗹𝗶𝗲𝗻𝘁'𝘀 𝘀𝘁𝗼𝗿𝘆! To truly master the art of testimonials, you must: ↳ 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆 to demonstrate clear before-and-after scenarios. ↳ Dive into the 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 to make the impact more relatable. ↳ Highlight 𝘂𝗻𝗶𝗾𝘂𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 that set your service apart. [Check out the infographic for more details!] 1. What was your initial problem? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Sets the stage for the testimonial by identifying the challenge faced. ↳ 𝗧𝗶𝗽: Encourage detailed descriptions to underline the value of your solution. 2. How did the frustration feel? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Emphasizes the emotional relief your service provided. ↳ 𝗧𝗶𝗽: Prompt for vivid emotional details to paint a clearer before and after picture. 3. What makes our service unique? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Distinguishes your service from others and highlights special features. ↳ 𝗧𝗶𝗽: Guide clients to mention specific aspects that they found most beneficial. 4. When did you notice our service worked? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Captures the 'aha' moment of your service’s effectiveness. ↳ 𝗧𝗶𝗽: Ask for a specific instance or turning point to make the story compelling. 5. How is your life better now? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Shows the practical and lasting benefits of your service. ↳ 𝗧𝗶𝗽: Request both tangible and intangible examples of improvements. 6. How do you feel about your business now? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Reflects the transformation in their business and mindset. ↳ 𝗧𝗶𝗽: Encourage comparison to their state before using your service for greater impact. 7. What would you tell a friend about us? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Elicits a natural and genuine endorsement. ↳ 𝗧𝗶𝗽: Suggest framing their response as if they were having a casual conversation. Go beyond surface-level praise! 𝗧𝗲𝗹𝗹 𝗮 𝘀𝘁𝗼𝗿𝘆 of transformation and satisfaction. What strategies have you found most effective for gathering testimonials? #cocreate #marketing #entrepreneurship #business #digitalmarketing #innovation #strategy _____ Found this helpful? Help others by sharing it 📤. Follow me Marco Franzoni for similar insights!