you’re doing testimonials wrong.
When I was running on the trail, I came across something in the path.
I couldn't figure out what it was based on the shape.
Was it a stick or a snake?
My mind went spinning.
Every worst-case scenario took over.
Suddenly, it wasn't just a snake it was a dragon I had to fend off to defend my family's honor.
With every inch I was thinking, “what is it?”
Another stride closer: “It's probably just a stick”
Step closer: “But what if it's not.”
Next stride: “How much of a perimeter should I give this thing?”
Closer: “AVOID. AVOID. AVOID. AVOID.”
Stride: “But I need to know what it is.”
When customers approach you, they don't have the full picture.
They might know you or your product, but they will have doubts and concerns.
It's inevitable.
Humans are naturally skeptical.
We want to be reassured.
What does that look like practically?
Talk to customers
Your customers know your business better than you think.
Ask better questions (**See below for my free question guide)Identify roadblocks
Talk with existing or past clients about how they came to work with you.
Understand common fears or excuses.Craft stories
Distribute stories of customers with common fears or excuses.
RE-DISTRIBUTE: website, sales calls, email promo, and social media.
When I finally got close enough to run by the thing on the path, I saw what it was.
It was just a stick.
My mind suffered turmoil of catastrophic proportions all because of a stick.
All of my fret was eliminated with a quick dose of reality.
Close the gap between hypothetical and reality for your customers.
Give them the full picture.
You can start providing clarity by asking better questions.
Download Testimonial Prompts for a list of better questions.
