Think of customer testimonials this way: If you were buying a product, who would you trust to give you an honest assessment of the product, a trusted friend or the company who wants to increase revenue? A trusted friend, right? Well, well-written customer testimonials can function similarly to the “trusted friend.”
So, how do you turn feedback from satisfied customers into testimonials that others can trust?
- Details: A standout customer testimonial will offer more than, “Product x is great!” It will offer the why and how the product is great. Even better are testimonials that show your product or service solved a problem for the customer, or that they overcame skepticism about your product or service to come to the conclusion that it is great. Use the details you gather to form the basis of your testimonial.
- Language: Beware corporate buzzwords and jargon, they can come off as fake and contrived. Plain, conversational English is always best for testimonials – it’s easier for customers to relate to.
- Credibility: Fake customer testimonials and reviews are everywhere these days. To create credibility with your customers, include as much information about the person who is giving the review as possible – with their permission, of course. The less anonymous the person seems, the more your customer will be able to relate to them.
If you follow these steps, you’ll have great copy to use on marketing materials, websites, direct mail and social media. But always remember, no matter how appealing it seems – don’t make testimonials up. Use honest, direct feedback from actual customers to craft your testimonials. Getting caught faking testimonials will damage your brand’s reputation and in some cases you’ll even face fines.