8 Tips for Composing Testimonials that Sell


You've just had a great experience working with another small business owner. You know how important testimonials are, but writing them is not a comfortable experience for you. So, you procrastinate. Here are some tips to get that off your TO DO list.

#1. Jot down 3-4 descriptive words or phrases that immediately come to mind about the business, the product or service, the consultant, the buying process, and such. When you start writing and are stuck for a word, refer to this list. (Examples: reliable, honest, practical, creative, solid)

#2. Get clear on the benefit. Before you start to write, consider your responses to these questions:
  • What was your problem?
  • What was the solution and how was it unique?
  • What particularly stood out about the buying experience?
#3. Start with feelings. You are really writing the testimonial for potential customers of the business. Think about how you felt and tell them how they will feel. Use comparisons, such as "It made me feel like I was walking on air."

#4. Think about your buying decision. What information caused you to buy? If you include that information in your testimonial, it might flip the switch for others.

#5. Be specific. Don't try to mention everything about your buying experience. Avoid broad generalizations by describing one part of the experience that was outstanding.

#6. Get personal. Write it from you, a person, not from your business.

#7. Make it evergreen. While your experience is recent, will the wording still make sense to someone reading it a year from now?

#8. Up your game by including a punchy phrase that can stand alone. These are gold because they can be used as standalone marketing messages.

Testimonials can be valuable marketing tools. Help another small business owner now by writing one. And think about how good you'll make them feel.

originally published in Work Better, Not Harder, November 26, 2015
photo by electrofervor / Flickr

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