When it comes to marketing, you want to Be The Guide. I talk about this often with clients as we’re working through the StoryBrand 7-Part Marketing Framework. Your business isn’t the hero. Instead, your business is the Guide, leading customers and clients to a successful outcome. 

One of the ways to step into that guide role is to demonstrate authority. Let potential clients know you have a way to solve their problem. That might be a framework, a process, a piece of software, coaching or even delicious barbecue. 

Another way to showcase your authority is through customer testimonials. It’s so much better when our happy customers brag on us, right? 

Happy customers are typically willing to give you a testimonial. The problem is they aren’t sure what to say, so you end up with a generic testimonial like, “Holly was so great to work with.” 

That’s not super compelling. 

Instead, you need to gather specific information from your clients so you create a testimonial that shows how you solved their problem. 

Ask your clients these specific questions: 

• What challenge were you facing when you came to (business name)? 
• How did that make you feel?
• How did (business name) resolve your problem? How would you describe your experience working with (business name)?
• How is your life different after working with (business name)?

Now, you have a testimonial that explains the problem your customer was facing, the solution they found with your business, and the success they experienced after doing business with you. 

The purpose of testimonials is to make potential clients say, “That’s my problem too! If this business can solve their problem, they can solve mine too.” 

Even though you send these questions to your client, you still might find it a struggle to get them to respond. It’s not that they don’t want to help. They’re busy working, running a business, managing their families and your testimonial questions fall to the bottom of their to-do list. 

Here’s a tip: Ask your customer for 5 minutes on the phone to go over these questions. You take notes and then write the testimonial. Ask them to approve it and then add it to your website. You could also ask them to record their responses via a voice memo or video if that’s easier for them. 

You saved your customer time and effort. You have an awesome testimonial.

Be sure to share these testimonials on your website, on social media and in your email campaigns. Clients and customers are coming to you looking for a successful resolution to a problem. When you can demonstrate proven success, it goes a long way toward sealing the deal.

How to Collect Great Customer Testimonials: Video Recap

Before you go, check out this recap video on collecting great customer testimonials. And be sure to subscribe to Fisher Creative Marketing on YouTube so you don’t miss a single episode of Monday Marketing Minute.