3-Minute WOM Lesson: Why some testimonials are better than others

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Last week we talked about how to get more testimonials. This week, it’s all about how to find and feature the very best ones.

What to look for in a great testimonial:

1> It’s specific
2> It’s short
3> It’s personal

1> It’s specific

A great testimonial directly addresses a customer’s concerns. If project budgets and timelines are a big deal to your prospects, look for happy customers who can speak to that. This is why testimonials are so valuable — just a few words from a happy client can overcome hesitations from prospective customers that your copywriting and sales pitches can’t

2> It’s short

When it comes to testimonials, you usually don’t need much more than a sentence or two. If a fan sends you a long testimonial, it’s fine to cut out just the best phrase or two — as long as you don’t lose the meaning behind what they said. Long, rambling testimonials will only confuse prospects, so don’t be shy about trimming to get to the point.

3> It’s personal

Jargon-free, plain-English testimonials are what you’re looking for. You don’t want robotic reviews — you want real customers talking about real experiences, in a tone they’d use in real conversations. This is why your best testimonials will often come from video interviews where the customer can speak freely and unscripted.

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