3 Reasons Why You Should Write More Testimonials
So, it’s finally 2020. The start of a new year. A new decade.
And everywhere I look, I see people writing about the last decade and their goals for the new one.
Especially about the goals for the upcoming year.
There’s the usual, get in shape. Make more money. Have less stuff. Run more. Eat more vegetables. Focus on quality time. Quit smoking. Quit drinking. Quit buying mountains of used books on Amazon at 3:27 in the morning when you can’t sleep. (That last one might be just me…)
But I have another resolution, one I haven’t seen anybody else focus on. And, I know it’s going to make me a better copywriter, business owner and person in general.
What’s this mystery resolution no one's talking about?
I’m writing more testimonials in 2020!
Sexy, right?
If you didn’t know...testimonials are the reviews you see on Amazon or other eCommerce websites. Written by satisfied or dissatisfied customers about specific products.
They generally say things like “I love this product." Or “This company is amazing, I’ll buy whatever they sell.” Or “The item reached my expectations...once it got here.”
They’re a deciding factor for many buyers.
They punch up the social proof. Your prospects think, “Other people have bought this.”
And while these are important things to hear before you buy a product.
They aren’t the types of testimonials I plan on writing.
Nope.
I'm writing testimonials which owners and product creators would pay good money for.
The kind that convinces other prospects to become a buyer.
The testimonials I would want on my own website.
Why?
Well, three reasons.
#1 Writers Write and Testimonials Count
Writers write. It doesn’t matter if you’re penning a testimonial, a quick love note, or even the next great American novel.
Writing is a skill, and you’re either getting better or getting worse.
There is no such thing as innate talent in writing.
(Please destroy me in the comments on this with your favorite author. I guarantee each and every one of them works his or her butt off to make their writing seem effortless.)
And since my art is focused on writing. I need all the practice I can get.
And testimonials are a great way to practice with low stakes. Because they help me get in the mind of the customer.
#2 Are YOU Thinking like a Customer?
The most important skill as a business owner or a copywriter is crawling inside your customer's mind. Figuring out exactly what they want. So you can then give them what they want.
Most people skip this step. But it is the most important step in the process.
And writing testimonials help you improve this skill.
Whenever I write a testimonial I ask myself, “What’s the one benefit I got from this product that another person wants to have and know about.”
I can say “I recommend this product,” all day.
And it might be true and helpful in convincing another person to buy.
But it doesn’t explain why. It doesn’t dig deep into the psyche of the prospect on the edge who isn’t sure about the product.
For example. My family was on vacation for the holidays. And we had professional photos taken for this year’s Christmas card.
Now, I’ve been in a bunch of these photos over the years. And I’ve seen a lot of different pros. But this year I had by far my favorite photographer.
He was professional. He took charge. Gave hints and tips to my family members wanting the best angles. He let us have our own input and allowed for spontaneity. He had a great sense of humor and worked with a pretty diverse group of people. (13 family members from ages 6-59.)
He was so good, my family was making jokes around the dinner table and game night for the next couple of nights. Yammering on about how good this photographer was.
His name was Diego.
And I’m going to give Diego a great testimonial.
Now, what I have to decide is what I want to say. He has so many good qualities and provides such a great service.
I could say, “Diego is a 5-Star photographer who I would recommend blind to anyone needing a photographer.”
And that is a great testimonial. But it doesn’t tell anyone why they should work with him.
So, I’m thinking I’m going to showcase how easy it is to work with Diego no matter who is in your group.
“ I've worked with dozens of professional photographers. Diego is a pro and an excellent organizer. He was just as capable of leading and working with a willful six-year-old, as he was making my sisters and mother feel comfortable and relaxed. If you need a photographer to handle big group photos, there is no one else I would rather work with than Diego. He’s that good.”
Now, that’s a testimonial Diego would want to put on his website in bright shining letters.
If he wanted to focus on group photos instead of doing more model shots of course…
If he wanted to focus on models…. my testimonial would be useless to him.
But now we’re starting to think like a business owner.
Which brings us to number three.
#3 Writing Testimonials Gets You In The Mindset of a Business Owner
I want to think like a better business owner. And writing testimonials is going to help me do that. Because it will make me think about the actual products/services I am buying from others. Not just the item itself.
Writing testimonials will help me ask, “What am I really buying?”
Am I buying convenience? Am I buying expertise, like Diego? Am I settling on the low-cost option? Am I buying to fulfill a base need or desire? What did I want from this product before I bought, and how do I feel about it now?
These questions and more will help me not only write better testimonials, but help me think like a better business owner.
If you run your own company, sell a product or service of any kind, or want to, what’s the best testimonial you could have on your website?
In fact, that’s a question I ask all my clients when I am interviewing them at the beginning of a project.
“If someone could write you the best testimonial for this product/service, what would it say?”
It’s an important question. And it really gets to the core of a business.
It's a question you should ask yourself. You'll be grateful you did.
Bonus #4 Writing Testimonials Makes You Feel More Gratitude
I’m a copywriter, I had to write a bonus section. Because… well...reasons.
I remember 2019 being all about gratitude. And I imagine 2020 will be very similar.
And one of the best ways to feel more gratitude is to actually thank people for the good things they’ve done in your life.
Giving yourself a second chance to think about the things you've purchased and brought into your world.
And offering the provider your genuine thanks in a way that helps them as much as they helped you.
All while making you a better writer, a better business owner, and more persuasive?
So join me in 2020 writing more and better testimonials.
What do you have to lose?
If you want to get on a call with me to discuss your website copy and the testimonials you should be highlighting. Then shoot me an email at bailey.rogg@gmail.com with “testimonials” in the subject line.
We’ll get something on the schedule.