A conversion problem hiding in plain sight

Most businesses have testimonials. Most testimonials look something like this.

"Maria is so lovely to work with. I would highly recommend her."

Warm. Well-intentioned. Completely ineffective at converting a sceptical buyer.

Why nice testimonials don't work

When a potential customer reads your testimonials, they aren't looking for reassurance that you're a pleasant person.

They're looking for answers to the questions they're too polite to ask.

Does this actually work? How quickly? Is the investment worth it? What if it doesn't work for me?

A generic testimonial answers none of those questions.

A transformation-led testimonial answers all of them.

What a powerful testimonial actually looks like

"I never thought it was even possible to feel this good - but after 3 weeks on Maria's protocol, I feel lighter, stronger, and I can't believe how incredible my sleep has been. Even my WHOOP agrees!"

That testimonial handles objections. It names a specific transformation. It gives a timeframe. It includes an unexpected, credible detail.

How to get testimonials like this

The quality of your testimonials is directly related to the quality of your questions.

Ask your clients or customers:

•     What were you worried about or sceptical of before you started?
•     What is specifically different now compared to before?
•     What would you tell someone who was sitting on the fence?

Their answers will write your testimonials for you.

What does your single best testimonial say? Drop it in the comments.

Bamik

Follow me on LinkedIn for more conversion strategy that doesn't require more ad spend - just better fundamentals.