One of the most effective ways to build trust and credibility with potential customers is through client testimonials. Testimonials provide social proof, demonstrate the value of the services you provide, and help to establish your copywriting skills and authority. 89% of marketers say testimonials are the most effective way to influence a potential customer toward a purchase.
Let’s explore the importance of client testimonials and how copywriters can use them to their advantage.
The Power of Social Proof
In Building a StoryBrand, author Donald Miller talks about earning trust and respect from potential clients. They won’t hire you until they’ve determined you’re trustworthy. Client testimonials are a powerful way to build trust and credibility with potential customers.
Why? Because client testimonials are a form of social proof.
Social proof is a psychological phenomenon that describes people’s tendency to follow others’ actions and opinions when making decisions. In other words, people are more likely to trust and believe in something if they see that others have already done so.
You can use this natural human behavior to your advantage by showcasing positive client testimonials. When potential customers see that others have had a positive experience working with you, they are more likely to trust they’ll also have a good experience.
This is why client testimonials are so important for businesses — they provide concrete evidence that other people have used and benefited from a product or service, which can help potential customers feel more confident in their decision to make the same purchase.
Methods to Collect Impressive Testimonials
Collecting testimonials requires a bit of effort and strategy. Most happy clients in the B2B space are happy to provide you with a testimonial because they understand how vital testimonials and reviews are. If a client hesitates to give you a testimonial, it’s likely for one of two reasons.
One, they may be so busy that writing a testimonial for you is at the bottom of their to-do list. It’s not that they’re unwilling; it’s just not their priority.
The second objection they may have is they don’t know what to say. Writing a coherent testament to your copywriting skills can be intimidating and outside their wheelhouse.
So, what can you do to help them help you?
Donald suggests you send a simple questionnaire to all your clients and ask them to fill it out. He recommends five questions that lead the client through a before-and-after story.
- What was the problem you were having before you discovered my service?
- What did the frustration feel like as you tried to solve the problem?
- What was different about my service?
- Take us to the moment when you realized my service was actually working to solve your problem.
- Tell us what life looks like now that your problem is solved or being solved.
These questions show the customer journey and what it’s like to go from having a problem to the problem being solved.
Now, of course I don’t doubt that his method works. But these questions still ask a lot of your clients.
If you think you’ll get pushback from them about answering those detailed questions, here’s another approach you can take.
Write the testimonial for your client. And then have them approve it. Trust me; they will thank you for making it easy.
As you’re writing the testimonial, you’ll still want to follow the format Donald laid out in his questions. Mention the struggle they were having before they found you. And then talk about how life is better for them after working with you.
For example, “I used to have so much trouble with my sales pages. I knew I had a great product, but people just weren’t buying. Then I hired Copywriter Jim to improve the messaging and now my sales page has a 50% conversion rate.”
Here’s a real-life example…
I’ve been fortunate to write multiple blog posts for Smart Blogger. I asked Kevin Duncan, Smart Blogger’s Editor-In-Chief, to write a testimonial for me. As a very busy guy with a lot of responsibility, Kevin turned it around on me and said, “How about you write it, and I’ll approve it?”
Challenge accepted.
I considered what a content manager/editor wants to see in a writer. If they’re managing a team, they want someone who will make their job easier. They want writers who can meet deadlines, follow instructions, and accept feedback. Having listened to the complaints of various editors over the years, I know these traits are hard to come by.
This is the testimonial I came up with. “Jennifer is one of my favorite writers. She is easy to work with, her work needs minimal editing, and I can always count on her to meet deadlines.” And Kevin signed off on it.
While it doesn’t quite follow the format laid out by Donald, it still works. I’m highlighting all the ways I’ll make life easier. An editor or content manager who is looking at my testimonials will appreciate that:
- I’m easygoing.
- They won’t have to spend much time fixing my work.
- I’m always going to meet deadlines.
Now, I hope that says to an editor I’m a writer they’d want on their team.
Whatever method you use, you want to paint a before-and-after picture. Capture the struggle your client faced before they started working with you. And then show the relief they received after hiring you for your services.
A Brief Word on Testimonial Formats
Testimonials typically come in a few different formats. At a minimum, they usually include the name of the person providing the testimonial. Their professional title might also be included.
Some testimonials have a small headshot of the person speaking, which is nice. It lends more authenticity to the testimonial. When a customer sees a real person with a name and face, it helps establish trust and creates a sense of connection.
The holy grail of testimonials is a video testimonial. A video testimonial is a customer recording a short video explaining why they like your product, service, or brand. Video testimonials are so powerful two out of three people say they’re more likely to make a purchase based on seeing a video testimonial from a satisfied customer.
The problem lies in getting video testimonials. You can ask clients to record them but don’t expect them to be excited about it. Most people don’t want the pressure of being on camera. If you ask for a video testimonial and your client declines, be gracious. Take a written testimonial with complete gratitude.
Final Thoughts about the Value of Testimonials in Copywriting
Don’t be afraid to reach out and ask for testimonials.
They’re a powerful tool for any copywriter who wants to build trust and credibility with potential clients. Collecting testimonials can be an effective part of your marketing strategy. So don’t underestimate the power of client testimonials — they may be the key to unlocking your business’s full potential.
