How to Create 6 Pieces of Content from a Single Testimonial
By Jenn Monaghan
You’ve collected your first batch of testimonials from your new product — awesome!
Maybe you’re selling an organic skincare line. Maybe you’re selling an email marketing course. Maybe you’re selling top-of-the-line cast iron pans handmade in Japan.
You want to share these testimonials with the world — but how?
We all know that testimonials have the power to change our business. But if keep them hidden in Trustpilot forever, we're doing a disservice to ourselves and our business.
The thing is, a single testimonial can go a long way.
You can use a testimonial to fight a common objection on your sales page, you can share it as a social media post, you can even build it into your customer experience to inspire others.
If you've yet to leverage those top-notch testimonials, it's time to come alive.
We’re gonna leverage the results of your clients together by sharing six pieces of content you can form from existing testimonials. (And you don’t need to be a writer, marketer, or social media specialist to do so!)
That’s enough small talk, for now — let’s dive in.
A blog post
Feeling weighed down by writer’s block?
Next time you’re brainstorming a blog topic, allow your testimonials to speak for you.
Search for a common theme or subject matter within your existing testimonials: a result, a story, a realization. Once you’ve established your theme, write the copy that accompanies that theme, and then embed screenshots of relevant testimonials into the post.
The thing is, people enjoy reading blogs.
But when real-life stories are weaved into a blog post, the reader naturally begins to build more trust in your brand. Just like that, you’ve weaved awesome social proof into a simple blog post.
A social media post
Let’s face it, the best social media posts are those that feature social proof.
We can talk about how awesome our business is all day. We can pour hundreds of dollars into marketing each week. But if we don’t weave social proof into our marketing material, it won’t resonate with our audience in the same way.
Consumers don’t want to go first — they want to invest their money into an offer that others have validated before them.
When we receive a stand-out testimonial from a happy customer, we like to weave their words into a social media post. It can be as simple as including their words inside of a text bubble beside the details of our offer.
The point is to catch our customer’s attention with real-life stories of why our offer is worth their investment.
Inside of your emails
Writing email after email can get a little, shall we say, boring?
If you wanna take your emails (cold emails, newsletters, pitch emails, sales campaigns) to the next level, try weaving in customer stories. This is a fun way to highlight your customers’ success and create more engaging email copy for your readers.
It’s also a simple way to stay in touch with your email list without blasting them with sales emails.
No matter how awesome your offer is, your customers are going to have objections.
Do they think it’s too expensive? Have they tried a similar product and it didn’t work? Are they worried about the time investment?
The best way to battle objections is to share stories of customers who have overcome these objections. We like to highlight examples of people who were in a similar place and, with our product, achieved awesome results.
You can post these examples on your sales page, your product page, or your website. The goal is to demonstrate that your offer isn’t too good to be true — it’s worked for these customers and it could work for them too.
Within the client experience
Success is built on failure, right?
When our customers (or members, or students, or buyers) feel dejected, sharing a glimpse of real-life inspiration can be just what they need.
To help inspire your community, be sure to share those inspiring stories—big and small—inside of your client experience. This could be in your Facebook group, inside of your course, or simply on your website or your sales page.
We want our customers to know that people just like them are experiencing success.
Backup claims in your marketing
Could your offer feel too good to be true?
Let’s face it, we all make claims in our products that could be viewed as unrealistic. When our customers feel that our promise is too big, they’re more likely to walk away — no one wants to invest their time and money into something that probably won’t work.
For any big claims that you make in your marketing, use a strong testimonial to back it up. The right testimonials can take your customer from “this is too good to be true” to “this actually might work”.
With a singular testimonial, those too big promises can suddenly feel within reach.