When a person begins to research a product or service, one of the first things they look for is testimonials because reading about what real people think is a good indication of how well a business can do things for them. When going through testimonials, most people want to see that others have had a positive experience.
There are certain aspects of testimonials that can turn a potential customer or client off of your business. For example, if every single person has rave reviews and there are five stars across the board, a “too good to be true” flag will likely go off in their minds.
So, what makes a testimonial worth its weight in words? It has to be positive, thorough, and above all else—believable. The power of a well-written testimonial can make all the difference for your business.
Providing a Deeper Connection
Real-life people telling others about tangible results can paint some humanity into your business. People typically research new products or services online, and there’s no connection more shallow than the one gained through a computer screen.
The importance of a well-written testimonial will make a potential client or customer feel as though they are safe to invest in your business. The appeal is more emotional and human, and that is what draws people in.
Building Credibility
Word of mouth used to be the king of credibility, but in today’s digital world, testimonials have taken over that task. Think of the last time you went searching for a product online. The company you chose to work with was likely well established, and thus, more credible.
Credibility gives potential clients or customers the idea that you are trustworthy.
Attracting the Right Audience
Perhaps the most vital part of a testimonial is the audience it attracts, and there’s a big difference between a good testimonial and one that draws in new clients or customers. When a testimonial is well-written, it tells a story from the mouth of someone that has had success working with you.
When your target audience is taken on an adventure through your business by someone who has already had a positive experience, they are more likely to trust that you can provide the product or services they need.
Showcasing The Benefits
It’s easy to tell customers or clients what you can do for them. The hard part is convincing them that you can bring forth the benefits that you claim to provide.
Testimonials are the best way to show people that you have already proven your ability to provide exactly what you offer and more to other clients or customers.
Explaining How Your Products or Services Work
A well-written testimonial is going to explain in the simplest terms how your products or services work. It can be easy to get lost in industry jargon when going into detail about your offerings. However, people outside of the business are going to explain things most clearly.
Testimonials, especially ones that are well-written, are crucial pieces of your business success. Without the right type, you may not see the results that you want. If you have plenty of happy customers or clients but less-than-appealing testimonials, book a strategy session with us today to find out how you can make those testimonials work for you.