Testimonials. Product reviews.
They are necessary for our businesses, but only a fraction of your clients will provide them.
Well there are a few reasons but one of the most common is that coming up with what to say is daunting. Even seasoned writers fear the blank page! So why not make it easier on them?
Set up a short Google form. You can ask questions with room for short answers or better yet--you can come up with common answers and put them down in a multiple choice format.
The three questions (yes there are specific questions) you need to be asking to get the most useful testimonials:
- What problem brought you to us?
- How did we solve your problem?
- How did that improve your life?
Obviously you should customize those based on your business and workflow, but at the heart of your Google form those are your questions. Why?
These are the three things that really matter to customers when deciding whether or not to choose you over the ten thousand other choices they have. If you can answer those questions for them, that’s great messaging. If other people can answer those questions for them, that’s great marketing.
And yes. You should also leave a space for “anything else you want to tell us.” But even if no one ever fills that part out you should still get some excellent testimonials through this process
Amy Mertz is our Creative Director, StoryBrand Certified Guide, and copy writer. When not in the office you can find her chasing down her toddler, searching the land for great coffee, or espousing the current books on her nightstand.