Writing Testimonials That Showcase Results

How do you get away from generic testimonials that say things like, "She's great! I loved working with her!"? The best testimonials address real objections and speak to the transformation your clients experience. I send a questionnaire to every client at the end of each project, and it's completely changed the quality of testimonials I receive. Two real testimonials from recent clients show exactly what I mean: Testimonial #1: "Before working with Caitlin, we wondered whether we NEEDED to hire someone. Being on the other side, I can say with 100% confidence that it was a great investment of time and money! If I had tried to write the copy and create the design myself, there is no way it would look half as professional. The logo and designs she created are professional and distinctive and really help us stand out." Why this works: → It addresses the biggest objection I hear—"Can't I just do this myself?" This client literally wondered the same thing, then explains why hiring a pro made all the difference. Testimonial #2: "Hiring Caitlin is truly the best investment in my own company to date. Caitlin is an incredible listener, and I was astounded at how much she gleaned in such a short time, requiring very little lift on my part. She gently nudged where I needed it and left me with something that feels far more polished and much more reflective of my personality than what I was ever able to do on my own. I’m so proud of the result and can’t wait to see how it helps evolve my company in the future." Why this works: → It speaks to my unique process (deep listening, minimal time commitment) and the emotional outcome (pride in the result, true reflection of personality). She also references trying DIY in the past and being glad she chose to get help with the rebrand. Here's the questionnaire I send every client to capture testimonials like these: 👉 What hesitations did you have before hiring me? 👉 What made you decide to work with me? 👉 What did you like most about working with me? 👉 How do you think your new branding and website will impact your business? 👉 What would you say to someone who is thinking about working with me? BONUS question: 👉 Is there anyone you know who might benefit from my services? Would you be willing to refer them to me? I know it's easier to draft testimonials for clients and get their sign-off. But I'm genuinely curious how my clients would describe the experience without any prompting from me. In addition to getting a strong testimonial, it’s also an opportunity for real feedback I can learn from. What's your best tip for getting testimonials that actually sell for you?

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

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!