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3 Questions to Ask Your Clients to Get Remarkable Website Testimonials
It's no secret. Testimonials are one of the most important parts of your website. They build trust and credibility-and they move people to buy. As Robert Cialdini said in his bestselling book, Influence, people are more likely to buy your product or service if they see that other people have already found value in it. Because we are more likely to do the same thing our peers are doing.
The other day I was reading some quotes a client had gathered for her website. "Your product is great," said one. "You have good customer service," said another. The thing is, these quotes are okay, but do they tell you anything about the customer's experience? What was great about the product? What problem did it solve?
As I was preparing new questions to get the kind of powerful responses we needed, I thought about just what it is that makes an outstanding testimonial. Personally, I like the three-step Lion's Paw Formula that John Haydon, social media marketing expert and a Twitter friend if mine, suggests using:
3 questions to ask your clients to get remarkable testimonials
Questions will focus your client's thinking on the specific, rich details you need for a convincing testimonial
First of all, you do need to ask your clients for testimonials. They don't just magically appear. No one wakes up in the morning, sits up in bed, and says, "I need to write a testimonial today for that guy who cleaned our carpets!"
Okay, now on to the questions for your client:
1. What problem were you experiencing? Haydon calls this "thorn in paw." It is the problem that made your client pick up the phone and call you.
2. What did Jenny (or XYZ Company or whoever) do to solve it? This is what Haydon calls "thorn is gently removed." It's exactly what you did to relieve your client's pain.
3. What were the results of the problem being fixed? This is "paw is healed." It's the benefit, in terms of how it made your customer or client's life better.
This is one formula you can't go wrong with. The cool thing is that you'll get back a unique story of what you did to make someone's business or life better. And that's exactly what your prospects are looking for. Social proof.
For more tips on writing killer testimonials, read this.
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