Social proof is a must in any piece of copy you write. Great testimonials prove your product improves your customers’ lives and solves a specific problem.
But there’s more to them.
You can use them strategically in your copy. When it’s time to address a sales objection, use the testimonial of a customer that had the same objection, bought the product, and saw the results he was hoping to see.
Good testimonials can help you tackle any friction point the prospect may encounter. The more specific and focus the testimonial, the better. In the end, it explains why the purchase was worth it despite the obstacles found.
The ideal testimonial has a high-converting before-after structure and follows the framework:
- Problem — It shows the pain points your customer was experiencing before using your product and their initial concerns about the product.
- Solution — It details how your product solves your ideal customer’s problem.
- Result — It provides the results obtained by using the product.
When writing testimonials, use natural language. Keep your customer’s words as much as possible — the awkward grammar, the colloquialism, the occasional typo.
Get the person’s name, title, company, and picture. It increases credibility and trustworthiness. Pictures make testimonials more real and personal. If it is a testimonial from a well-known company, add its logo.
If the person doesn’t want you to use their names or the company’s name, use their initials and the industry they belong to.
Summarize the value of the testimonial by writing a header that introduces each testimonial, and choosing the best part of the testimonial to reinforce that message.
Use testimonials on your home page, landing pages, sales pages, exit intent pop-ups, contact pages, underneath your blog posts, in the sidebar, or on a testimonials page.