{"id":26936,"date":"2021-06-15T09:49:11","date_gmt":"2021-06-15T13:49:11","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26936"},"modified":"2024-01-17T10:43:21","modified_gmt":"2024-01-17T14:43:21","slug":"how-to-write-a-good-testimonial","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/06\/how-to-write-a-good-testimonial\/","title":{"rendered":"How to write a good testimonial"},"content":{"rendered":"<h2>Help clients put in a good word for you<\/h2>\n<p>Too often, communicators use first-party testimonials. That is, they quote their own VP of product development on how great the new product is.<\/p>\n<figure id=\"attachment_26938\" aria-describedby=\"caption-attachment-26938\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26938\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/how-to-write-a-good-testimonial\/how-to-write-a-good-testimonial\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial.png\" data-orig-size=\"465,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-write-a-good-testimonial\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Thumbs up&lt;\/strong&gt; \u201cWhat others say about you and your product, service, or business is at least 1,000 times more convincing than what you say, even if you are 2,000 times more eloquent.\u201d \u2014 Dan Kennedy, author of &lt;em&gt;No B.S. Sales Success&lt;\/em&gt;. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/various-hands-showing-thumbs-all-on-131955923&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Kaesler Media&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial-300x194.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial.png\" alt=\"How to write a good testimonial\" title=\"How to write a good testimonial\" width=\"465\" height=\"300\" class=\"size-full wp-image-26938 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial.png 465w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial-300x194.png 300w\" data-sizes=\"(max-width: 465px) 100vw, 465px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 465px; --smush-placeholder-aspect-ratio: 465\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26938\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/how-to-write-a-good-testimonial\/how-to-write-a-good-testimonial\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial.png\" data-orig-size=\"465,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-write-a-good-testimonial\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Thumbs up&lt;\/strong&gt; \u201cWhat others say about you and your product, service, or business is at least 1,000 times more convincing than what you say, even if you are 2,000 times more eloquent.\u201d \u2014 Dan Kennedy, author of &lt;em&gt;No B.S. Sales Success&lt;\/em&gt;. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/various-hands-showing-thumbs-all-on-131955923&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Kaesler Media&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial-300x194.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial.png\" alt=\"How to write a good testimonial\" title=\"How to write a good testimonial\" width=\"465\" height=\"300\" class=\"size-full wp-image-26938\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial.png 465w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/how-to-write-a-good-testimonial-300x194.png 300w\" sizes=\"(max-width: 465px) 100vw, 465px\" \/><\/noscript><figcaption id=\"caption-attachment-26938\" class=\"wp-caption-text\"><strong>Thumbs up<\/strong> \u201cWhat others say about you and your product, service, or business is at least 1,000 times more convincing than what you say, even if you are 2,000 times more eloquent.\u201d \u2014 Dan Kennedy, author of <em>No B.S. Sales Success<\/em>. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/various-hands-showing-thumbs-all-on-131955923\" rel=\"noopener\" target=\"_blank\"><em>Image by Kaesler Media<\/em><\/a><\/figcaption><\/figure>\n<p>Hey! We know you think your product or service is great. But can\u2019t you find anyone who agrees with you?<\/p>\n<p>Instead, add third-party testimonials \u2014 those from people outside your organization \u2014 to your PR and marketing communications.<\/p>\n<p>Testimonials work because of something communication theorists call The Peer Principle of Persuasion. That is, if I believe it worked for someone else, I\u2019m more likely to believe it will work for me.<\/p>\n<h5>\u201cWhat others say about you and your product, service, or business is at least 1,000 times more convincing than what you say, even if you are 2,000 times more eloquent.\u201d<\/h5>\n<h6>\u2014 Dan Kennedy, author of <em>No B.S. Sales Success<\/em><\/h6>\n<p>That\u2019s why Amazon\u2019s customer reviews are so helpful. I know that if <a href=\"http:\/\/www.amazon.com\/gp\/product\/0670879835\/qid=1138125331\/sr=2-1\/ref=pd_bbs_b_2_1\/104-5834764-5190368?s=books&amp;v=glance&amp;n=283155\" target=\"_blank\" rel=\"noopener\"><em>Orbiting the Giant Hairball<\/em><\/a> was helpful to other business communicators, it will probably also be helpful to me.<\/p>\n<p>Customer <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/public-relations-writing\/press-release-quotes\/\">quotes<\/a>, testimonials and <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/types-of-articles\/how-to-write-a-case-study\/\">case studies<\/a> build trust among potential customers, boost conversion rates and add depth to your content marketing, social media and media relations pieces. Whether you use video testimonials or a testimonials page on your website, this technique is one of the best ways to reach potential clients.<\/p>\n<p>Bottom line: If you\u2019re not using testimonials, you\u2019re missing a key element of successful PR and marketing campaigns.<\/p>\n<p>Here are six techniques for crafting effective testimonials for your PR and marketing pieces:<\/p>\n<h3>1. Work with your sales and service teams.<\/h3>\n<p>These folks are closest to your customers. That means they\u2019re most likely to be able to identify potential sources of customer testimonials and case studies \u2026 and to help you convince customers to speak up for your company.<\/p>\n<p>Need an influencer testimonial for social proof? Reach out to the folks who influence the influencers.<\/p>\n<h3>2. Stop whining and pick up the phone.<\/h3>\n<p>Whenever I talk about testimonials in a writing workshop, someone is bound to say, \u201cGreat idea; won\u2019t work here.\u201d Their customers would never agree to give a testimonial, they say. Then one of their colleagues shares her success stories about getting customer quotes.<\/p>\n<p>At one company, after much bitching and moaning over how utterly impossible it was to get customer comments, a shy junior communicator said she found the company\u2019s database of testimonials helpful in her work.<\/p>\n<p>Her colleagues were so busy complaining, they hadn\u2019t bothered to lift their heads to find that some enterprising communicators had not only figured out how to get testimonials, but had archived lots of them into an intranet site.<\/p>\n<p>The best way to get testimonials? Ask.<\/p>\n<p>It is true that it is nearly impossible to get testimonials if you never ask for them. So stop kvetching and pick up the phone.<\/p>\n<h3>3. Look beyond customers.<\/h3>\n<p>Client testimonials are great. But industry analysts, the media and other observers can also speak out for your organization.<\/p>\n<p>USAA Life Insurance Company, for instance, turned to its clip files for testimonials such as:<\/p>\n<h5>\u201cA handful of insurers sell low-load policies by phone, among them \u2026 USAA in San Antonio. Their cash values grow faster \u2026 during your investment\u2019s early years.\u201d<\/h5>\n<h6>\u2014 <em>Newsweek<\/em><\/h6>\n<h5>\u201cOne company that rates high on fixed annuity lists is USAA Life in San Antonio.\u201d<\/h5>\n<h6>\u2014<em> The New York Times<\/em><\/h6>\n<h5>\u201cUSAA delivers Rolls Royce service at Chevette prices.\u201d<\/h5>\n<h6>\u2014 <em>Smart Money<\/em><\/h6>\n<p>USAA also included its top ratings from A.M. Best, Standard &amp; Poor\u2019s and Moody\u2019s Investor Service \u2014 testimonials of a kind \u2014 in the same brochure.<\/p>\n<p>Get great testimonials from your customers, of course. But who else can speak to the benefits of your organization\u2019s products, services and ideas?<\/p>\n<h3>4. Write your own testimonials.<\/h3>\n<p>Interview your customers, then craft their comments into a quote for their review.<\/p>\n<h3>5. Be specific.<\/h3>\n<p>\u201cEasy to work with\u201d won\u2019t hurt; \u201chelped us increase revenues by 27%\u201d will definitely help. Focus on bottom-line business results, and use a number whenever possible.<\/p>\n<p>Testimonials are business writing. Numbers are the language of business.<\/p>\n<h3>6. Write a three-sentence case study.<\/h3>\n<p>Go beyond Sally Fields testimonials: \u201cThey like us, they really like us.\u201d Instead, write mini case studies for your testimonials. They\u2019re the most effective type of testimonial out there.<\/p>\n<p>To write a case-study testimonial, cover:<\/p>\n<ul>\n<li><strong>The problem<\/strong> the customer faced<\/li>\n<li><strong>The solution<\/strong> your organization offered<\/li>\n<li><strong>The results<\/strong> of the efforts<\/li>\n<\/ul>\n<p><em>Applause<\/em>, the employee kudos magazine of Walgreens, included these three case-study testimonials in a recent issue.<\/p>\n<h4><strong>Monica saves the day.<\/strong><\/h4>\n<p>The customer writes:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">I recently received a prescription from a medical clinic for an infection that affected my glucose readings \u2014 I\u2019m a Type 1 diabetic. Thankfully, Monica Norwood, pharmacist in Prescott, Arizona, immediately noticed the physician had written the wrong medication and dosage for my condition. Monica\u2019s intervention saved my life and reminded me why I\u2019ve brought all my prescriptions to her for the past three years.<\/div>\n<p>Notice the problem-solution-results storytelling structure here:<\/p>\n<ul>\n<li><strong>Problem<\/strong>: They gave me the wrong prescription.<\/li>\n<li><strong>Solution<\/strong>: Monica intervened.<\/li>\n<li><strong>Result<\/strong>: She saved my life.<\/li>\n<\/ul>\n<h4><strong>It was a dark and stormy night.<\/strong><\/h4>\n<p>The customer writes:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">On Halloween night, I ran to your Wildwood, Missouri, store to pick up some cough medicine for my wife. It was a few minutes after 10 p.m. and I didn\u2019t realize the store had already closed. As I walked back to my car, your staff opened the door, inviting me in to buy a few items and let me talk to the pharmacist. I\u2019m sure I cut into their Halloween plans, but your employees still went the extra mile to help.<\/div>\n<p>Notice the problem-solution-results structure behind this mini story:<\/p>\n<ul>\n<li><strong>Problem<\/strong>: I arrived after closing.<\/li>\n<li><strong>Solution<\/strong>: Staff invited me in anyway.<\/li>\n<li><strong>Results<\/strong>: They\u2019re not stated here, but obvious. Prompt your customers to \u201cfinish\u201d the story with one sentence about how the solution affected them.<\/li>\n<\/ul>\n<h4><strong>Love that David.<\/strong><\/h4>\n<p>The customer writes:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">I\u2019m a satisfied customer who regularly visits your store at 875 9th Street North in St. Petersburg, Florida, because of service clerk David Dollinger. He\u2019s helpful to both young and old and makes us feel at home in your store. His instant rapport with customers is what makes this store successful, and it\u2019s why the national competitor across the street came and went.<\/div>\n<p>This is the least successful testimonial of the three, because it doesn\u2019t use the storytelling structure. Still, it\u2019s effective because of the specific details and the bold opinion about the competition.<\/p>\n<p>Take a tip from <em>Applause<\/em> editors, and push for testimonials that tell little stories instead of just using adjectives like \u201chelpful\u201d and \u201chigh-quality.\u201d<\/p>\n<h3>In their own words &#8230;<\/h3>\n<p>With all these techniques for developing and using customer quotes, why not use testimonials in your marketing and business communications?<\/p>\n<div id='MMC-PR-Quotes' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-85\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Press Release Quotes-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/quote-writing-training-mmc.png\" alt=\"Press Release Quotes-writing workshop, a mini master class\" title=\"Press Release Quotes-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/quote-writing-training-mmc.png\" alt=\"Press Release Quotes-writing workshop, a mini master class\" title=\"Press Release Quotes-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Boost PR coverage with killer bites<\/h3>\r\n\t\r\n<p>25% of reporters rank quotes as the least important element in a press release \u2014 after the boilerplate and dateline (Greentarget).<\/p>\r\n\t\r\n<p>How can you turn lame-ass, unimportant quotes into scintillating sound bites that reporters actually appreciate and use?<\/p>\r\n\t\r\n<p>Learn how to write killer sound bites for your releases and other messages at our <a title=\"Press Release Quotes-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener\"><strong>executive quotes-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Help clients put in a good word for you<\/p>\n","protected":false},"author":6,"featured_media":26938,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[13002,12999,13001],"class_list":{"0":"post-26936","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-case-study","9":"tag-quotations","10":"tag-testimonials","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to write a good testimonial<\/title>\n<meta name=\"description\" content=\"Thumbs up: \u201cWhat others say about you and your product, service, or business is at least 1,000 times more convincing than what you say, even if you are 2,000 times more eloquent.\u201d \u2014 Dan Kennedy, author of No B.S. 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