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You did good work and you know your customer or client is happy, but it’s another thing entirely to turn that great experience into an awesome testimonial.

What should you ask? How should you ask? When should you ask?

What if the testimonial they provide isn’t very good?

We answer those questions and also give you exactly what to say to get testimonials that will win you new business.

Highlights, Takeaways, & Quick Wins:
  • The perfect time to ask for feedback is right after you’ve provided some kind of value.
  • If you want to get testimonials from your past customer list, don’t just ask out of the blue; give additional value and then ask.
  • Write down five things you can repurpose from content you already have to give added value to your past customers.
  • People are not inherently good at writing testimonials so ask open-ended questions they can easily answer.
  • Short, punchy testimonials are best for lower priced products; long-form testimonials are better for expensive products.
  • You can and you should edit and format testimonials.
  • Spread testimonials throughout your material and don’t have more testimonials than copy for your product.
  • Use testimonials to smooth out friction in your sales process—where are the points where someone might hesitate? Add a testimonial there.
  • Use testimonials anywhere you want people to take action.
  • When someone says something in passing that would make a great testimonial, ask if you can quote them. BOOM. Instant testimonial.
  • Always include a photo with testimonials—this changes it from “just words” to “something a person said” in the mind of the reader.