Core Elements of Testimonials: The 3 Key Components Your Testimonials Must Contain To Be Powerful

Testimonials are, in many ways, a great deal like case studies. A case study is constructed to present an issue or challenge, to demonstrate how the problem was solved, and then to focus on the results. Effective testimonials also are composed of those three elements. Let's take a look at them one at a time.

1) The Challenge

What issue was the person running into and why hadn't they solved their problem?

Here's an example of an issue for a fat loss supplement testimonial. "I was 100 pounds overweight and trying to lose weight. Though I had attempted more than a dozen diets, I 'd been unsuccessful. I instead gained weight!".

2) The Resolution.

The resolution is where the client simply states how your product or service revolutionized their life. How did it get rid of their problem? This is also a terrific place to measure the results. Results are usually more powerful when they can be quantified.

Here's an example of a resolution or the middle component of your testimonial.

"ABC Vitamins changed it all. One simple natural remedy and my metabolism started kicking into high gear. It affects minerals in your body-- minerals needed for excellent health and a speedy metabolism. Once I began slimming down, dieting and physical exercise began to work quicker. I lost more than 10 pounds a month and over 102 lbs in total.".

3) Conclusion.

In the conclusion you will use emotion to genuinely persuade the reader. How has this favorable outcome made your life better or easier? How did this success make you feel?

"With ABC vitamin supplement, losing weight was not a battle. I lost 110 lbs and I feel fitter than ever. My physician says I'm in the greatest shape I have ever been. I wish I 'd learnt about ABC years ago but I'm glad I got a hold of it when I did.".

Motivating Your Customers to Develop Testimonials Like These.

Sure, it's easy to see why testimonials with these 3 core elements are effective. But how do you motivate your clients to prepare their testimonials in this powerful form? It is difficult. Many clients do not understand how to formulate an effective testimonial. They likely wish to write one for you but chances are they just don't know how.

Write it for them! One of the easiest ways to make your client's life easier and to make sure you get the testimonial you need is to write one for them. For example, you might create a folder with 3 to five different testimonials in it. Your client can pick the one they wish, make any changes they want, and sign it. You might be amazed how many clients appreciate this convenience.

Build a template. Yet another way to achieve the same thing is to put together a template testimonial. Your customer can fill in the blanks and make changes to the template as they choose. It allows them a little more control over the testimonial but still helps ensure you get the content you need.

Finally, if you acquire a testimonial from a customer and it doesn't quite fit your needs, you can ask a few questions like, "Could you tell me how you were coping with the problem before you came to me?" and "How did you feel once you 'd tried our product/service?" You can then simply ask if you can add that info to the testimonial. Be sure to get their permission before you publish it.

Testimonials are fundamental tools to help convince, build trustworthiness, and bolster your brand. Make your testimonials strong ones with these three core elements of testimonials.

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