Day 11: Organize Your Customer Testimonials

Day 11: Organize Your Customer Testimonials

Social proof sells. What better way to showcase your company’s value proposition than to share stories from customers that love you. The better (more prominent) the brands you can publicize, the more effective your testimonials will be.

Foundations for Great Testimonials

What we’re about to say is much easier said than done:

Don’t be salesy.

At first glance, the task of creating a non-salesy testimonials seems pretty darn impossible. The trick is to prioritize human interest as well as the story behind your brand-to-customer relationships.

  1. Explain your customer’s story

  2. Explain your customer’s pain point

  3. Illustrate how your product solved (or is solving) that pain point

  4. Prioritize substance and measurable outcomes over fluff

  5. Get to the point. quickly — that means no fluff

  6. Make them entertaining

  7. Include a picture or video, always — don’t rely on text alone

Clarity exemplifies these concepts on its customer case studies page. These were designed to focus on the Clarity customers (and how they used the platform to make more strategic business decisions).

If you read these testimonials, you’ll see stories about amazing entrepreneurs, not a sales pitch about Clarity and its founder. Not to mention, these write-ups are fun reads that give their Clarity’s users great exposure.

Here is an example from KISSmetrics: the goal is to get to the ROI and value (revenue) as quickly and efficiently as possible. The case study’s title is highly compelling for an audience of business owners and marketers who are looking for solutions to boost ROI.

Play Up the Logo Porn

Customer logos are high-impact. These visuals are the most efficient way to convince users about the credibility of your brand, regardless of whether your company is a startup, sole proprietor, or enterprise organization.

The key is to share customer logos from companies that are reputable and well known — these types of companies tend to be very selective when choosing vendors.

Here is an example from KISSmetrics:

And here is an example from InVision, an app that helps designers create high-fidelity mockups of web products:

Today’s Homework

Today, you’re going to get your customer testimonials ready to go. Here are the steps you need to take:

  1. Before you jump and ask customers for a case study or testimonial, you need to do a little digging. FIrst, figure out what it is exactly that you want to communicate to your audience. Are you hoping to explain how your company saves time or money (or both)?

  2. Based on your goals from #1, research which customers are in the best position to tell that story about your brand. Reach out to these folks directly.

  3. Collect testimonials over the phone or via email.

  4. Ask permission to share your contact’s name and photo.

  5. Offer to take your contact to lunch or coffee. Remember to show your gratitude, as these folks are going out of their ways to give you support.

Day 12: Showcase Additional Social Signals

Yesterday, we walked you through the concept of social proof, encouraged you to collect testimonials, and helped you organize your client logos. Today, we’ll walk you through some additional social signals that will help you drive sales.

No need to repeat what we already taught you. Let’s get right to it: 10 social proof metrics that can help grow your business:

Beyond Testimonials and Logos: Social Cues Worth Giving

  1. Real-time user behavior data

    To boost your reputation as a popular business, communicate how many people are using your product right now. This tactic will be especially effective for high-traffic e-commerce storefronts.

  2. Scarcity data

    Running low on a product? Let your customers know, so they’ll be compelled to take action.

  3. Customer counts

    Have you built up a significant customer base? This is no easy feat. Convince buyers to work with you by showcasing how many partners are working with you already. Prospects will feel comfortable knowing that they’re working with a reputable brand.

  4. Subscriber counts

    Are you running a blog with a significant social media following? Make the most of your stellar reputation by sharing your subscriber count data. Trust is tough to earn. Subscriber data can help you show your audience that you are a true authority and influencer in your field.

    No need to pull an exact number. Approximations are just fine. Here is an example from Help Scout, a platform that helps companies provide help desk support:

  5. Social Share Data

    If you’re integrating a storytelling component (via written or video content), make sure to showcase social media share data. You can install a plugin like ShareThis that can manage and track all sharing activity for you.

Today’s Homework

The process of choosing the right social cues combines art and science. You need to make sure that you’re choosing the right numbers that exemplify your brand’s strengths. Pay attention to the following key steps:

  1. Decide which metrics present your brand in the most favorable light possible. Your social media shares may be lackluster, but your subscriber counts might be high. That’s fine. No brand is perfect — you’re going to be strong in some areas and weaker in others. Handpick the social metrics that make you look awesome.

  2. Make a list of the data points you collected in 1. Figure out the most visually compelling way to present this information. Remember that these numbers are tools for persuading prospective buyers.

  3. Integrate the numbers you picked from #1 with your landing page design. Focus on delivering a cohesive experience for users on the page. Display social cues prominently, and make sure that you’re paying attention to how the parts fit together into the whole picture.



Emily Anderson