What’s the difference between a testimonial and transformational, narrative story?
Narratives focus on the end results of using your product while testimonials talk about the benefits of your product.
In your narrative, your storyteller will share the results they experienced after purchasing your product and following your advice. Transformative results also yield lifelong positive results in other aspects of their life, which are also important to highlight.
Anyone reading your sales page should be inspired by these narratives and feel like the storyteller is speaking directly to them.
The reader should be able to relate to the storyteller and feel like “if they can do it, so can I.”
Testimonials focus more on the individual benefits of your product/service and, more importantly, they reduce customer anxiety.
You may encounter people who have never bought anything online before who are nervous about the prospect in general or you may find some readers who don’t really know you so they may be apprehensive about spending their money with you.
Reading 2-3 short testimonials from happy customers goes a long way to allay those customers’ fears.
Here are some common questions people have before making a purchase.
If you respond to these in your sales copy and in your testimonials, you’ll leave a clear path for people to make a worry-free purchase:
• “Will this work for me?”
• “Which of my problems will it address?”
• “Why should I trust this person?”
• “Will I have time for this?
• “What if I need to return it?”
• “Is this going to be too hard?”
• “Is there a payment plan?”
• “Does this product really live up to its promises?”
How should you collect testimonials?
Reach out to your past customers via email or private message on social media. A private, personalised message is always better received than a generic call to your entire list.
Be prepared to ask a few times as writing testimonials may not be high on people’s priority list but those customers who love you and your product will make time, even if it’s just a 2-sentence rave about you.
And don’t forget. If you haven’t got any clients at the moment, ask a couple of friends or colleagues to test out your product and/or service, followed up by a written testimonial using the questions above to guide them.
Here’s the download link to the exercise