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Testimonial check.
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Hi Reader, Testimonial check. Open your CRM. Take a look at your last few clients (or better yet your last few testimonials). Do they check these boxes?
1. They are enthusiastic about giving you a testimonial? ⬜ Yes
2. They look like the prospect you are trying to attract tomorrow? ⬜ Yes
3. They can they articulate a specific ROI metric? ⬜ Yes
Most companies film clients who score a 1/3. And it is usually just checking the first box. These testimonials are "nice." They make you feel great about a job well done, but they aren't strategic. What you are missing is fully defining your "Extraordinary Clients" - the ones who actually move your business forward. If you want to start checking all the boxes, join me for the next Extraordinary Client Workshop. February 25 @ 1pm ET. Rooted in Insight. Crafted for Traction. - Neil |
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Hi Reader,Testimonials act as a magnet. Prospects listen to a client's story and immediately think, "That sounds like me." Clear, impactful stories from great clients with great results attract more of the same. But, this is a double-edged sword. If you get a video testimonial from a difficult, low-margin client, that magnet is a problem. You are just going to attract more difficult, low-margin clients. Most businesses are completely reactive with their social proof. They just ask whoever is...
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...