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Why your testimonials sound like marketing copy (and that might not be a good thing)
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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 lines we want to hear. But your prospects don't want to hear your marketing copy parroted back to them. They want to hear the mess. They want to hear what the client was struggling with at 2:00 AM the night before they hired you. They want the raw, unfiltered relief of what it felt like when you finally solved the problem. And they want it in the language and nuance of those clients. When you stop feeding lines to your clients and start asking the right questions, you break the echo chamber. You capture the messy, emotional, human reality of why people actually buy from you. The real story. We did some of this in the last Extraordinary Client Workshop (another coming up April 22), and we do it on shoots every week. We ask real questions, clients answer in their real voices, and we capture the stories that actually close deals. Rooted in Insight. Crafted for Traction. - Neil |
Strategic video that speaks your client’s language
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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, 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...