When trying to win over a prospect, a killer testimonial can be gold.
But if you think just any testimonial will cut it, you’re wrong.
Most testimonials drown in praise.
They start off with praise and then continue with even more praise.
Be different.
Don’t open with “this product was amazing.”
Start with the Before—the client’s problem.
Remember, it’s not about you—it’s about them.
What were they struggling with before they found you?
Were they frustrated, stressed or unsure?
That raw honesty makes it real.
Then, talk about the transformation—the After.
Who did your client become after working with you?
Your product or service is the bridge that got them from Point A to Point B.
What actually changed for them?
Was it a specific result, a new feeling, or a problem solved?
Don’t just say, “it worked.”
And finally, zero in on the Experience.
Was it a breeze to work with you?
Did they feel confident and supported throughout the process?
People are hungry for the behind-the-scenes—what’s it like to work with you?
They’re looking for proof, not just praise, before they make a move.
Most testimonials miss the mark.
Why?
Because clients don’t know where to start.
They’re staring at a blank screen, clueless about what to say.
They procrastinate.
And when they do write, it’s either too vague or too sugary.
Good testimonials aren’t a roll of the dice.
Give your clients the right tools, and they’ll write one that hits.
Guide them—don’t leave it to chance.
Hand them these 6 simple questions, and boom—you’ve got a testimonial that’s sexy as hell:
1. What was your absolute biggest challenge/obstacle before purchasing/joining?
2. How did that challenge make you feel?
3. What changed after purchasing/joining?
4. What specific results can you share?
5. What would you say to somebody on the fence about purchasing/joining?
6. If my service/product didn’t exist, where would you be now?
Voilà.
With these questions, you’ll get testimonials that are packed with detail and ooze credibility.
They’ll position you as a trusted partner.
They’ll solidify your authority.
And most importantly, they’ll pre-qualify your future clients.
When done right, prospective clients won’t just read your testimonials; they’ll see themselves in them, knowing your product or service was tailored for their needs.
Here’s a quick example.
Say you own a hair salon.
Which one hits harder?
"Michal gave me a haircut, and it looks good. The barbershop was clean, and the service was fine. I asked for a trim, and that’s what I got.
It was quick, and the price was reasonable. I’d recommend Michal to anyone looking for a decent haircut."
Or…
"I’d been rocking the same boring, generic haircut for years. Every time I walked out of a barbershop, I felt like I was missing something—like the cut wasn’t quite me and I felt like I was blending in with every other guy on the street. Then I found Michal at MMG Barbers. I was skeptical at first—what could be so different about another barber? But as soon as I sat in his chair, I knew this wasn’t going to be a typical cut. He didn’t just ask what I wanted; he asked about my style, what I was into, and how I wanted to feel when I walked out. He mentioned that he could nail a look that’d make my inner rocker proud. That’s when I brought up my love for Iron Maiden. And man, did he deliver. After working with Michal, I didn’t just leave with a haircut—I left with a total transformation. He gave me this wicked mohawk that screams attitude, and suddenly, I wasn’t just blending in anymore. I was standing out in the best way possible. I’ve lost count of how many compliments I’ve gotten since then, but more than that, I feel like myself. If Michal wasn’t around, I’d probably still be stuck with the same old cut, feeling as uninspired as ever. To anyone out there stuck on the fence, I’ve got one piece of advice: just do it. You’ll walk out feeling like a rock star, guaranteed."
See the difference?
It’s not just about nice words.
It’s about the problem, the transformation, and the specifics.
That’s what turns a boring testimonial into a story that sticks.
It’s the journey your client goes through and how your service changes their status.
That’s the kind of magic you want.
PS. Do you struggle to set yourself apart from your competitors? Does your tone of voice lack a little personality? Either way, get in touch and I’ll help you become remarkable. Or get more communication advice that doesn't suck here.
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