read time: 4.5 minutes

You've stumbled across a course that promises to help you solve a pressing issue in 8 weeks or less.

Awesome!

But are you really handing over money for it?

If you're like 90% of buyers*, you're not going to buy until you read at least 1 review. (Or 4 reviews, like 50% of buyers do)

Your buyer wants to see testimonials or "social proof" too.

Today, we're exploring how to collect and use testimonials, and use them to sell more.

After all, when others say how awesome you are, it has more credibility than you shouting from the rooftops.

Let's dig in.

Why is social proof important?

Our world is cluttered with options.

I wanted to buy a blender bottle yesterday. How did I base my decision? Reviews.

I researched new vendors for a client today. What did I look for? Customer examples.

Competitive research for my clients? Every time, I look for social proof.

Testimonials, quotes, video messages, case studies, reviews, ratings... the list goes on.

Social proof builds trust.

It's not just about showing that others have succeeded with your product or service, it's about demonstrating real-world applications and results.

Social proof gives your claims credibility, reduces skepticism, and can significantly shorten the sales cycle by providing the reassurance potential customers need. 

Are you ready to ask for feedback?

Asking for feedback—and more importantly, testimonials—requires a certain level of readiness.

Ensure your product or service has delivered value and your customers are genuinely satisfied.

Approach them not just as buyers, but as partners in your journey.

Their success stories are your success stories.

How to start capturing testimonials

Start with advocates/friendlies

Begin with those who are already fans of your work. They're more likely to provide positive, detailed testimonials. This can be done through email or in-person. Tailor your ask to the individual, showing appreciation for their specific contributions or experiences.

It could be something as simple as:

"Hi [Name],

[Customize intro based on relationship]

I'm reaching out because [insert how you've worked together or what they've purchased]. Your feedback would be incredibly valuable, not only to us but also to others who are considering [your product/service].

Would you be willing to share your experience? It could be as simple as a few sentences about [specific aspect they enjoyed or benefit they gained].

If it would be helpful, I'd be happy to start a draft for you that you could customize.

Thank you so much for considering.

Best,

[Your Name]"

LinkedIn

Utilize LinkedIn's recommendation feature. It's a great way to get professional endorsements that are public and credible. Be specific about what you'd like the recommendation to cover.

Here's a quick step-by-step video tutorial and a best practice on how to ask for recommendations on LinkedIn.

Customer Surveys

Implement post-purchase or post-engagement surveys to gather feedback. Use open-ended questions to capture detailed responses that can be turned into testimonials. 

When I'm first working with a client I like to conduct customer interviews on a number of topics. I'll record the meeting with the customer's approval, download the transcript and upload to AI to help me summarize and seek out those golden nugget testimonials. (Tip: this is also a great time to ask for referrals.)

Recommendations at scale

For those looking to gather testimonials en masse, platforms like Testimonial.io streamline the process, making it easy to collect and manage your endorsements.

Consistency is key

Regularly update your testimonials to reflect your current offerings and customer experiences. Fresh, relevant testimonials keep your social proof up-to-date.

Feedback for improvement

View the collection and sharing of testimonials as an opportunity for feedback, creating that space for continuous improvement and deeper client/customer relationships.

Create your testimonials library

Once you get your golden testimonials, take care of them and keep them organized so they're easy to access and use anytime you need them.

I love creating a testimonials library both for testimonials reflecting my own work and for my clients' good work.

You can categorize testimonials by product/service, or customer pain point they address.

This library becomes a powerful tool in tailoring your messaging and reinforcing your value proposition.

You could use a spreadsheet, Notion, or another tool. 

Headers/columns could be:

-Name
-Title
-Company
-Full quote
-Category
-Condensed versions
-Where is it used
-Currently on website (y/n)

Use your testimonials

When to Use

Integrate testimonials at key decision-making points—on landing pages, during product launches, in email sequences, and especially where conversions happen.

Where to use in your buyer's journey

Beyond your website, use testimonials in your newsletters, social media, sales presentations, and any customer touchpoint. They are a versatile asset that boosts credibility across all platforms.

Incorporate storytelling

WIth stand out client successes consider creating a case study along with the testimonial(s) with an engaging story that outlines the customer's challenge, the solution you helped them with, and the specific results. This provides a helpful and relatable narrative for potential buyers.

Video testimonials

Use video for an even more authentic and emotionally resonant example of customer experiences. These work really well on landing pages and as multi-use social media assets.

Highlight on social media

Regularly feature customer testimonials on your social platforms. (p.s. Tagging customers if possible increases reach, credibility, and shareability.)

How often to feature is up to you, however consider a general social content balance like this: 50% helpful, 30% testimonials and examples, 10% culture, 10% selling ("we sell this", "this who it's for").

Takeaway

To move from "that's awesome" -- to submitting payment, you need to leverage social proof.

How are you collecting and using testimonials? Are there opportunities you're missing?

Let this be the week you elevate your testimonial game.

1. Set a goal for the number of new testimonials you'll gather this month.
2. Identify at least one new way to showcase these testimonials to your audience.
3. Commit to asking for feedback consistently.

You're doing a great job.

See you next week!

Whenever you're ready, there are 3 ways I can help you:


1. Need some guidance on personal or professional growth? I'm here to help. It's easy to book time with me. Book a 1:1 worksession with me now.


2. Have a problem you want broken down into actionable steps to solve? Send it to me and I'll write about it.

3. Want short, but meaty tips on growth systems for profit, purpose, and life. Follow me on LinkedIn.

If you were forwarded this, sign up to receive it each week here. It’s free. I never spam.

To read my full library of newsletters, click here.

Citation: *90% of buyers according to a survey from Power Reviews.