How to Use Customer Concerns to Build Your Business: The Art of the Testimonial
As a designer, clients come to me for creative solutions to their problems. Sometimes I design the solution, such as a new logo or ad campaign, and sometimes I give creative direction or instructions which empowers them to find their own solutions. Either way there is guidance. So why did I expect my customers to give me glowing testimonials with no more guidance than a blank sheet of paper and polite request?
A testimonial is a work of art. Who makes art? Craftsmen. And every happy customer has the ability to craft an expert testimonial for you with a few simple instructions.
6 Questions for Better Testimonials
- What was the obstacle that would have prevented you from buying this product?
- What did you find as a result of buying this product?
- What specific feature did you like most about this product?
- What would be three other benefits about this product?
- Would you recommend this product? If so, why?
- Is there anything you’d like to add?
Why start with a Negative comment to elicit a Positive response?
Because every potential customer has concerns about trying a new product or service. Whether it’s price, location, durability, or any number of nit-picky factors that were considered – at one time they stood on the tipping point weighing the options. So why do you want them to voice their concerns here, in the middle of your stellar testimonial? Because pointing out their biggest reservation connects this customer to your potential customer. And more importantly, they’re about to put those reservations aside and expose the golden truth. Your product is great!
The rest of the questions take turns drawing out the best features of your product through the eyes of your client. This basic structure allows them to craft a personal, honest testimonial that really works.
Testimonials can be a powerful tool in attracting new customers – when executed correctly. Try this new approach and see what a difference it makes. And then let me know in the comments.