{"id":2745,"date":"2020-09-03T19:13:59","date_gmt":"2020-09-03T19:13:59","guid":{"rendered":"http:\/\/testsitetwo.biz\/?p=2745"},"modified":"2020-09-03T19:13:59","modified_gmt":"2020-09-03T19:13:59","slug":"how-to-write-a-testimonial-in-2020-7-tips-9-examples","status":"publish","type":"post","link":"https:\/\/testsitetwo.biz\/?p=2745","title":{"rendered":"How to Write a Testimonial in 2020 7 Tips 9 Examples"},"content":{"rendered":"<body><p><\/p>\n<p>Want to learn how to write a great testimonial? One that\u2019ll build trust with readers and woo potential customers (or clients)?<\/p>\n<p>In this handy guide, you\u2019ll learn:<\/p>\n<ul>\n<li>The proven structure your testimonials\u00a0should follow to increase conversion rates and <a href=\"https:\/\/smartblogger.com\/freelance-writing-jobs\/\">land more jobs<\/a>;<\/li>\n<li>The importance of statistics, storytelling, and authenticity;<\/li>\n<li>How to ask someone for a testimonial;<\/li>\n<li>And much more.<\/li>\n<\/ul>\n<p>Let\u2019s dig right in\u2026<\/p>\n<p><span id=\"more-22618\"><\/span><\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/smartblogger.com\/wp-content\/uploads\/2020\/09\/how-to-write-a-testimonial.jpg?resize=900%2C600&#038;ssl=1\" alt=\"How to Write a Testimonial\" width=\"900\" height=\"600\" class=\"give-shadow size-full wp-image-22627\" loading=\"lazy\"><\/p>\n<h2 id=\"h.o3robtddlsjd\">Tip #1.\u00a0Follow a Proven Structure<\/h2>\n<p>Sometimes, the best way to identify \u201cgood\u201d is to figure out what \u201cbad\u201d looks like.<\/p>\n<p>So, what does a bad testimonial\u00a0look like?<\/p>\n<p>Well, bad testimonials\u00a0usually make one or more of these mistakes:<\/p>\n<ul>\n<li><strong>They lack credibility.<\/strong>\u00a0Who is \u201cJohn\u201d? What does he do? And why doesn\u2019t he have a photo?<\/li>\n<li><strong>Too outlandish to be believable.<\/strong>\u00a0Did this person <em>really<\/em>\u00a0help you go from zero to $1,000,000 in three days? Even if it is true, it will be hard for people to believe. Be a real person, not an infomercial.<\/li>\n<li><strong>They\u2019re boring and generic.<\/strong>\u00a0A testimonial\u00a0that goes on and on about unrelated, meaningless details isn\u2019t going to convince anyone to do anything. Neither will testimonials\u00a0that lack detail or authenticity.<\/li>\n<\/ul>\n<p>With this in mind, let\u2019s go over the elements of a good, persuasive testimonial.<\/p>\n<h3 id=\"h.wu5bojv6bp09\">The Structure of a Great Testimonial<\/h3>\n<p>Good testimonials\u00a0should include the person\u2019s full name\u00a0and photo. Adding their company name\u00a0and what they do gives a testimonial\u00a0additional credibility.<\/p>\n<p>But the <em>best<\/em>\u00a0testimonials\u00a0also contain these four elements:<\/p>\n<ol>\n<li><strong>Clarity.<\/strong>\u00a0They paint a clear before and after picture.<\/li>\n<li><strong>Purposefulness.<\/strong>\u00a0They guide the reader towards an action.<\/li>\n<li><strong>Positivity.<\/strong>\u00a0A testimonial\u00a0isn\u2019t a snarky review on TripAdvisor or Amazon \u2014 you want people to be honest, but you want the overall tone to be optimistic.<\/li>\n<li><strong>Focus.<\/strong>\u00a0Don\u2019t ramble. Stay on point.<\/li>\n<\/ol>\n<h3 id=\"h.fr2zyhpqpool\">Examples of Testimonials\u00a0With Good Structure<\/h3>\n<p>Here\u2019s an example of great testimonial\u00a0structure from\u00a0Marisa Mugatroyd\u2019s <a href=\"https:\/\/www.liveyourmessage.com\/mentorship\/\" target=\"_blank\" rel=\"noopener noreferrer\">Live Your Message<\/a>:<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"give-shadow wp-image-22617\" src=\"https:\/\/i0.wp.com\/smartblogger.com\/wp-content\/uploads\/2020\/09\/live-your-message-testimonial-example.png?ssl=1\" alt=\"live your message testimonial example\" loading=\"lazy\"><\/p>\n<p>Full name\u00a0and photo? Check. Clear, purposeful, positive, and focused? Definitely.<\/p>\n<p>Here\u2019s another good testimonial example\u00a0(from <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ahrefs<\/a>\u2019 newly-revamped homepage):<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"give-shadow wp-image-22612\" src=\"https:\/\/i0.wp.com\/smartblogger.com\/wp-content\/uploads\/2020\/09\/ahrefs-testimonial-example.png?ssl=1\" alt=\"ahrefs testimonial example\" loading=\"lazy\"><\/p>\n<p>Both of these testimonial examples\u00a0nail the basics.<\/p>\n<p>Yours should too.<\/p>\n<h2 id=\"h.t8xzvm5j48wt\">Tip #2.\u00a0Be Specific With Details<\/h2>\n<p>Words and phrases like \u201cway up\u201d and \u201cit was good\u201d are ambiguous and can mean anything.<\/p>\n<p>Did an article get over 10,000 tweets\u00a0and LinkedIn\u00a0shares on social media? Did revenue increase by 30%?<\/p>\n<p>Don\u2019t be vague \u2014 if it\u2019s so, say so. Testimonials\u00a0with statistics are <em>excellent<\/em>\u00a0social proof.<\/p>\n<p>But keep in mind:<\/p>\n<p>Statistics aren\u2019t the only way to add details to a testimonial.<\/p>\n<p>In fact, sometimes, you\u2019ll be in situations where specific figures or numbers can\u2019t be shared. In those instances, explain the details of the problem, concerns that existed beforehand, or share pertinent background info that paints a compelling before-and-after picture.<\/p>\n<h3 id=\"h.slzv60h7l76h\">Details In Practice<\/h3>\n<p>Let\u2019s compare\u00a0two testimonials I\u2019ve received:<\/p>\n<blockquote>\n<p>\u201cNyaima was pleasant to work with. I would work with her again.\u201d<\/p>\n<\/blockquote>\n<p>That\u2019s nice, but does this testimonial\u00a0really tell you anything? Not really. Compare it to this one:<\/p>\n<blockquote>\n<p>\u201cNyaima was not only easy to work with, but her communication was also excellent. She met every deadline, and also offered sound suggestions that added to the quality of each of our projects. Because of this, we were able to complete a project that generally takes six weeks in only four weeks.\u201d<\/p>\n<\/blockquote>\n<p>The details in this testimonial\u00a0help you envision what it\u2019s like to work with me. A potential client\u00a0thinking about hiring me doesn\u2019t have to guess how this other client benefited.<\/p>\n<h2 id=\"h.7nsjm2qn90mi\">Tip #3.\u00a0Pull on the Heartstrings<\/h2>\n<p>A heartfelt story can move even the most cold-hearted person.<\/p>\n<p>Remember your favorite comic or fairy tale from your childhood, like <em>Batman<\/em>\u00a0or <em>Snow White and the Seven Dwarfs<\/em>? Each sentence reeled you in, line-by-line. You could relate to Batman\u2019s losing his parents or the horrific treatment of Snow White, and you wanted to know how those situations would end.<\/p>\n<p>There\u2019s a reason for this \u2014\u00a0<a href=\"https:\/\/www.harvardbusiness.org\/the-science-behind-the-art-of-storytelling\/\" target=\"_blank\" rel=\"noopener noreferrer\">psychologist Lani Peterson says<\/a>\u00a0people are wired to pay attention to narratives and stories.<\/p>\n<p>Translation? Telling a good story \u2014 one that weaves in narrative elements that sparks emotion within the reader, making them want to keep reading and take action \u2014 is a great way to craft a persuasive testimonial readers can relate to.<\/p>\n<p>When your prospect relates to your customer testimonials, they take a step closer to working with you. They think, \u201cwow, I have the same problem, maybe they can help me too\u201d or \u201cI am stuck at the same place, maybe working with this person will give me similar results.\u201d<\/p>\n<p>And one of the best ways to capture genuine emotion and story elements is using video testimonials. When done well, they instantly build trust\u00a0with potential clients.<\/p>\n<h3 id=\"h.jy2n301amww2\">Storytelling In Practice<\/h3>\n<p>Airbnb rocks <a href=\"https:\/\/smartblogger.com\/storytelling\/\">storytelling<\/a> in their series featuring Airbnb hosts. They successfully display the humanity of hosts that prospects can relate to:<\/p>\n<div class=\"ast-oembed-container\"><\/div>\n<div class=\"su-spacer\" style=\"height:20px\"><\/div>\n<p>Here is another masterful demonstration by Intel:<\/p>\n<div class=\"ast-oembed-container\"><\/div>\n<div class=\"su-spacer\" style=\"height:20px\"><\/div>\n<p>The story is so rich, you can barely tell it\u2019s a testimonial.<\/p>\n<h2 id=\"h.nj0y3udbzj99\">Tip #4.\u00a0Be Authentic (But Don\u2019t be Boring)<\/h2>\n<p>Have you ever read a college dissertation?<\/p>\n<p>No offense to the hard-working women and men who pour countless hours into them, but they are not my first choice to read. They\u2019re dry, clinical, and cerebral \u2014 all the things you don\u2019t want your testimonial\u00a0to be.<\/p>\n<p>Boring testimonials\u00a0will put your prospects to sleep. And prospects who are asleep can\u2019t take action.<\/p>\n<p>But it\u2019s not enough to simply <em>not<\/em>\u00a0be boring. Your testimonial\u00a0needs to be truthful and authentic too.<\/p>\n<p>That means being genuine, sounding natural, and using conversational words. Your goal is to spark internal conversation within the reader. And to do that, every word in a testimonial\u00a0must be true.<\/p>\n<p>Remember, when someone reads a testimonial\u00a0you want them to relate, they should say, \u201cMan, he or she sounds just like me.\u201d<\/p>\n<p>That\u2019s why slang works and stringent grammatical rules don\u2019t <em>have<\/em>\u00a0to be followed. As long as the point can be understood and it is not an unintentional typo, leave it alone. The flaw adds realness.<\/p>\n<h3 id=\"h.925uklnbd7d6\">Authenticity In Practice<\/h3>\n<p>Here\u2019s an effective testimonial that Smart Blogger\u2019s Kevin J. Duncan gave to\u00a0Henneke Duistermaat for her <a href=\"https:\/\/www.enchantingmarketing.com\/copywriting-course\/\" target=\"_blank\" rel=\"noopener noreferrer\">copywriting course<\/a>:<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"give-shadow wp-image-22614\" src=\"https:\/\/i0.wp.com\/smartblogger.com\/wp-content\/uploads\/2020\/09\/enchanting-marketing-testimonial-example.png?ssl=1\" alt=\"enchanting marketing testimonial example\" loading=\"lazy\"><\/p>\n<p>From his testimonial, you can (accurately) surmise that Kevin has probably known Henneke for a while, which makes his words feel genuine.<\/p>\n<h2 id=\"h.q7rlxgxwk6yi\">Tip #5.\u00a0Use the Right Testimonial, at the Right Time, in the Right Place<\/h2>\n<p>There are several <em>types<\/em>\u00a0of testimonials, but I\u2019m going to focus on the big three:<\/p>\n<ul>\n<li><strong>Persuasive <\/strong><strong>Testimonials<\/strong><strong>.<\/strong>\u00a0These demonstrate the impact the service had on the client or customer.<\/li>\n<li><strong>Overcome Objections.<\/strong>\u00a0These are testimonials that speak\u00a0directly to common objections and diffuse them.<\/li>\n<li><strong>Success Stories.<\/strong>\u00a0These are miniature case studies\u00a0where people share positive outcomes and happy endings.<\/li>\n<\/ul>\n<p>Though they share the common goal of reducing resistance, each type of testimonial is most effective in different circumstances.<\/p>\n<h3 id=\"h.bondrey8lr4g\">The Right Time<\/h3>\n<p>If you want to defeat objections, implement testimonials\u00a0that address potential resistance on your sales page.<\/p>\n<p>If a prospect sees another customer had similar concerns that were overcome, it will boost their confidence that moving forward with you is a good choice.<\/p>\n<h3 id=\"h.54snkgg2cniw\">The Right Place<\/h3>\n<p>Avoid old school testimonial pages.<\/p>\n<p>Most people only scan websites, and few visitors make it to a testimonials page. This is why you want testimonials\u00a0sprinkled throughout your site to solidify your marketing messages.<\/p>\n<p>Best placement:<\/p>\n<ul>\n<li>Homepage<\/li>\n<li>Product page\u00a0(think of Amazon)<\/li>\n<li>Sales and landing pages<\/li>\n<li>Most popular page of your site (other than your homepage)<\/li>\n<li>Inside emails, newsletters, print materials, and blog posts<\/li>\n<\/ul>\n<h3 id=\"h.s931qatx0xxh\">Right Time, Right Place In Practice<\/h3>\n<p>Ramit Sethi, best selling author and creator of <a href=\"http:\/\/www.iwillteachyoutoberich.com\" target=\"_blank\" rel=\"noopener noreferrer\">I Will Teach You To Be Rich<\/a>,\u00a0is a master at strategic placement and timing. Check out how he addresses potential objections using testimonials\u00a0in his email sales sequence:<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"give-shadow wp-image-22613\" src=\"https:\/\/i0.wp.com\/smartblogger.com\/wp-content\/uploads\/2020\/09\/testimonials-in-email.png?ssl=1\" alt=\"testimonials in email\" loading=\"lazy\"><\/p>\n<p>By implementing the right timing and placement, you seem like a mind-reader, answering the questions and objections of your prospects, moving them one step further in your sales process.<\/p>\n<h2 id=\"h.jtdjfaqqhir\">Tip #6. The Art of the Ask<\/h2>\n<p>Knowing the structure and components of a good testimonial\u00a0is fantastic, but it won\u2019t matter if you don\u2019t have any testimonials\u00a0to share.<\/p>\n<p>Testimonials\u00a0don\u2019t automatically come unless you ask for them or put a system in place to keep them rolling in.<\/p>\n<p>Similar to sales, people get timid when it comes to asking for testimonials. They feel like they are being a nuisance. But when you deliver superb services to a client, this is a small ask.<\/p>\n<p>Why not remove all friction points and make it easy for you and them?<\/p>\n<p>Ramit does a good job minimizing pressure by providing a template when he <a href=\"https:\/\/youtu.be\/CjpZC18tOqk\" target=\"_blank\" rel=\"noopener noreferrer\">asks someone for a <\/a><a href=\"https:\/\/youtu.be\/CjpZC18tOqk\" target=\"_blank\" rel=\"noopener noreferrer\">testimonial<\/a>. He understands that even though your satisfied customers want to help, they are busy, and may be plagued by blank screen syndrome. A plug-and-play template remedies that.<\/p>\n<p>Another option is to simply write the testimonial yourself and ask the contact to revise it, as needed.<\/p>\n<h3 id=\"h.vcv138eq8nje\">How to Ask for Testimonials<\/h3>\n<p>Ramit uses the following script to request testimonials:<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"give-shadow wp-image-22616\" src=\"https:\/\/i0.wp.com\/smartblogger.com\/wp-content\/uploads\/2020\/09\/testimonial-script.png?ssl=1\" alt=\"testimonial script\" loading=\"lazy\"><br>\n<a href=\"https:\/\/herbusiness.com\/blog\/writing-testimonials-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">Her Business<\/a>\u00a0gives clients a simple plug-and-play template to complete:<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"give-shadow wp-image-22615\" src=\"https:\/\/i0.wp.com\/smartblogger.com\/wp-content\/uploads\/2020\/09\/How-to-write-a-testimonial-example-9.png?ssl=1\" alt=\"Her Business testimonial example\" loading=\"lazy\"><\/p>\n<p>And this leads us to the final tip\u2026<\/p>\n<h2 id=\"h.94svwcdxxpjn\">Tip #7. Automation Makes it Easy<\/h2>\n<p>Savvy entrepreneurs and business owners\u00a0systemize and automate as much of the collection and writing of testimonials\u00a0as possible.<\/p>\n<p>So should you. Collecting testimonials\u00a0should be <em>embedded<\/em>\u00a0in your business.<\/p>\n<p>For example, Marisa Murgatroyd has a system that gets her a steady flow of testimonials \u2014\u00a0the \u201cask\u201d is embedded right into the completion of her courses.<\/p>\n<p>Students provide a testimonial\u00a0as part of their graduation process. This process has landed her over 700 pages of testimonials\u00a0that she can use in every area of her marketing.<\/p>\n<p>You don\u2019t have to copy her exact method, of course. Every system will vary based on your particular business. The key is to take friction points away that may interfere with you getting great testimonials, and to automate as many parts of the process as possible.<\/p>\n<h2 id=\"h.bylnftcwt6s\">It\u2019s Time\u00a0to Write Persuasive Testimonials<\/h2>\n<p>No matter who you are or what you do, a well-written testimonial\u00a0is a powerful tool\u00a0that can boost your credibility.<\/p>\n<p>In this post, you learned about the proven structure of powerful testimonials, as well the essential ingredients needed to turn good testimonials into great ones.<\/p>\n<p>Now it\u2019s time to put what you learned into action.<\/p>\n<p>Want to build trust with your readers? Want to boost your credibility to potential customers or clients?<\/p>\n<p>Testimonials\u00a0are the answer.<\/p>\n<p>Go get them!<\/p>\n<p>The post <a rel=\"nofollow\" href=\"https:\/\/smartblogger.com\/how-to-write-a-testimonial\/\">How to Write a Testimonial in 2020: 7 Tips (+ 9 Examples)<\/a> appeared first on <a rel=\"nofollow\" href=\"https:\/\/smartblogger.com\">Smart Blogger<\/a>.<\/p>\n<p><\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"<p>Want to learn how to write a great testimonial? One that\u2019ll build trust with readers and woo potential customers (or clients)? In this handy guide, you\u2019ll learn: The proven structure your testimonials\u00a0should follow to increase conversion rates and land more jobs; The importance of statistics, storytelling, and authenticity; How to ask someone for a testimonial; &#8230; <a title=\"How to Write a Testimonial in 2020 7 Tips 9 Examples\" class=\"read-more\" href=\"https:\/\/testsitetwo.biz\/?p=2745\" aria-label=\"More on How to Write a Testimonial in 2020 7 Tips 9 Examples\">Read more<\/a><\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2745","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"robots\" content=\"noindex, nofollow, max-image-preview:large\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/testsitetwo.biz\/?p=2745\" \/>\n\t\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 5.0.3\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"SuperThought | 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