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Strategic testimonials start with who you choose
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Hey Reader, Not all testimonials are created equal. Most businesses are grateful just to have a few on file. But if you want testimonials that actually drive the right kind of growth, you need to start with a different question: “Which of our clients do we want more of?” The most strategic stories don’t just build trust - they attract the kinds of customers that move your business forward. We’ve found that the strongest testimonial content often comes from clients who:
We call them Extraordinary Clients, and chances are, you already have a few. If you’d like help identifying them, I’ll be leading a small-group workshop soon. It’s hands-on, fast-paced, and focused on helping you leverage your highest-impact clients to sharpen your messaging and grow your business. It’s free (for now), and I may run a limited beta version in mid-August. If you’d like a spot, or just want a reminder when it launches - reply and let me know. – Neil |
Strategic video that speaks your client’s language
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Hi Reader, I've been going on for quite a while about "deep testimonials" - and all the great insights that can be gained by just taking a closer, intentional look at your best clients and what they are saying. But unless you or someone you know talks directly about testimonial videos and knows all the underlying benefits, you aren't going to come to the conclusion that the deep testimonial path is right for you. So, who needs this stuff? Really? It is not the burger joint that is netting $12...
Hi Reader, Have you ever watched a client testimonial video that felt . . . rehearsed? Or maybe less-than-authentic? Even if the client is telling the truth, it somehow sounds like they are just reading the company's "About" page out loud. “Their process was seamless. The team was synergistic. They really drove ROI.” This happens because most founders inadvertently build an echo chamber. When we ask clients for a testimonial, they subconsciously (or maybe even consciously) feed us back the...
Hi Reader, You are ready to dive into your customer stories. You have a roster full of potential clients ready to go. But week after week - it gets put on the back burner. What you lack is clarity. When you look at a roster full of "pretty good" clients, it creates a blur. They all look like decent options. And decent doesn't move the needle to action. You aren’t sure who is actually worth the effort of a testimonial, so you end up doing nothing. You don't need better clients. You need better...