Here are the elements of a good testimonial:

• A Problem. The testimonial is about how you solved a problem for someone. You are the knight in shining armor who came to the rescue of the, er client in distress. But the testimonial must show the distress vividly enough for
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  This article is part 3 in a series entitled Unleash the Awesome Power of Testimonials. In part one, we discussed how testimonials can create credibility and trust, they are evidence you use to bolster your claims regarding your product or service. And we also discussed how testimonials make use of the persuasion technique, social proof, which causes us to tend to model our behavior after the actions of others.

  In the second article, we discussed how even complimentary customer feedback is seldom in a form that is very useful as a testimonial. Usually the feedback is long and takes much too long to get to the point. For this reason I suggested editing and calling the customer back to ask if you can shorten or abbreviate their words. Then read the edited version of their own words back to them and ask for their approval.

  Once you have their approval, you are good to go and can use that testimonial in your ads, on your web site, in your mailings, brochures and any other informational piece you put out.

  Now we come to the question of what should a good testimonial look like? In other words, is there a pattern or formula that can be used in the editing process to turn a customer’s complimentary feedback into a strong and powerful testimonial? Yes there is.

  Here are the elements of a good testimonial:

  • A Problem. The testimonial is about how you solved a problem for someone. You are the knight in shining armor who came to the rescue of the, er client in distress. But the testimonial must show the distress vividly enough for a
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    on technique, social proof, which causes us to tend to model our behavior after the actions of others.

    In the second article, we discussed how even complimentary customer feedback is seldom in a form that is very useful as a testimonial. Usually the feedback is long and takes much too long to get to the point. For this reason I suggested editing and calling the customer back to ask if you can shorten or abbreviate their words. Then read the edited version of their own words back to them and ask for their approval.

    Once you have their approval, you are good to go and can use that testimonial in your ads, on your web site, in your mailings, brochures and any other informational piece you put out.

    Now we come to the question of what should a good testimonial look like? In other words, is there a pattern or formula that can be used in the editing process to turn a customer’s complimentary feedback into a strong and powerful testimonial? Yes there is.

    Here are the elements of a good testimonial:

    • A Problem. The testimonial is about how you solved a problem for someone. You are the knight in shining armor who came to the rescue of the, er client in distress. But the testimonial must show the distress vividly enough for
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      For this reason I suggested editing and calling the customer back to ask if you can shorten or abbreviate their words. Then read the edited version of their own words back to them and ask for their approval.

      Once you have their approval, you are good to go and can use that testimonial in your ads, on your web site, in your mailings, brochures and any other informational piece you put out.

      Now we come to the question of what should a good testimonial look like? In other words, is there a pattern or formula that can be used in the editing process to turn a customer’s complimentary feedback into a strong and powerful testimonial? Yes there is.

      Here are the elements of a good testimonial:

      • A Problem. The testimonial is about how you solved a problem for someone. You are the knight in shining armor who came to the rescue of the, er client in distress. But the testimonial must show the distress vividly enough for
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        te, in your mailings, brochures and any other informational piece you put out.

        Now we come to the question of what should a good testimonial look like? In other words, is there a pattern or formula that can be used in the editing process to turn a customer’s complimentary feedback into a strong and powerful testimonial? Yes there is.

        Here are the elements of a good testimonial:

        • A Problem. The testimonial is about how you solved a problem for someone. You are the knight in shining armor who came to the rescue of the, er client in distress. But the testimonial must show the distress vividly enough for
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          imonial? Yes there is.

          Here are the elements of a good testimonial:

          • A Problem. The testimonial is about how you solved a problem for someone. You are the knight in shining armor who came to the rescue of the, er client in distress. But the testimonial must show the distress vividly enough for a reader to be able to relate to the problem your client had before you came to the rescue.

          • A Main Character. A testimonial is written in the first person from either your client or a key player within the client organization. If the “main character” is an organization it is still advisable to involve the perspective of the key player(s) so your reader can relate to them as human beings.

          • A Distressed Emotional State> Not only must your key players have experienced a problem, your client had to feel pain caused by the problem. The emotional words can be, “anxious,” “worried,” “bewildered,” “panic,” etc. But there must be an emotion that is expressed so the reader can relate to your client’s pain.

          • A Desirable Result. The testimonial has presented a problem, the “main character” whether that is a person or an organization, and the pain the key player(s) felt as a result of the problem. Now the reader needs to see a positive outcome that came about because of your actions. Your product or service had to be the catalyst that directly brought about a desirable result.

          • A Positive “After” State. The problem is solved, the pain is gone, now how have things changed? Can you demonstrate th