Testimonials

Why This Works: The Psychology of Social Proof

Social proof is a psychological principle where people assume the actions of others reflect correct behavior for a given situation. When a potential customer sees that others have already bought-and benefited from-your product, it short-circuits their critical evaluation. It's a powerful signal of value and safety, reducing friction in the buying process.

Testimonials are more credible than any marketing copy you can write yourself. They come from an unbiased third party, and the language they use is often the exact language your target customers use. This authenticity builds an immediate connection and helps prospects visualize their own success with your product.

Three real examples

For B2B products, testimonials from people with impressive job titles or well-known companies can act as a powerful signal to similar enterprise buyers.

The step-by-step playbook

1. 1

   Step 1: Identify Your Happiest Customers

   Look for users who have given you unsolicited praise on social media, left a 5-star review, or sent a positive email. You can also identify power users from your product analytics-who is logging in daily or using advanced features?

2. 2

   Step 2: Choose Your Collection Method

   Decide if you want written testimonials (easiest), or video testimonials (highest impact). Written quotes can be collected via email or a simple form. Video requires a bit more coordination or a tool to simplify recording.

3. 3

   Step 3: Draft Your 'Ask' Email

   Use the script in this playbook as a starting point. Personalize it for each customer, referencing the specific reason you're reaching out to them (e.g., 'I saw your tweet about our new feature...'). Make it as easy as possible for them to say yes.

4. 4

   Step 4: Send Your Request (and Follow Up)

   Send the emails. If you don't hear back, send a single, polite follow-up 5-7 days later. People are busy, and a gentle reminder is often appreciated.

5. 5

   Step 5: Guide Them with Specific Questions

   Don't just ask 'Can you give us a testimonial?'. Ask targeted questions to get the powerful answers you need. Use the list of questions below to extract compelling, specific stories about value and transformation.

6. 6

   Step 6: Get Explicit Permission

   When a customer responds, always reply to thank them and ask for permission to use their words, name, and company on your website. For example: 'This is amazing, thank you! Would you be comfortable with us featuring this on our homepage?'

7. 7

   Step 7: Add Testimonials to Your Key Pages

   Don't hide your testimonials on a separate page. Place them directly on your homepage, pricing page, and specific feature pages where they can directly impact a visitor's decision-making process.

8. 8

   Step 8: Repurpose Testimonials Everywhere

   A great testimonial is a versatile asset. Turn a powerful quote into a social media graphic, add it to your sales decks, include it in onboarding emails, and feature it in your newsletters.

The Ask: A Copy-Paste Request Template

Here is a simple, effective email template for requesting a testimonial. It's polite, direct, and makes it easy for the customer to help you.

Subject: A quick question

Hi {FirstName},

I saw your {comment/tweet/message} about {YourProduct} and it absolutely made our day. I'm so glad to hear that {specific benefit they mentioned}.

I was wondering if you'd be open to us sharing your feedback as a testimonial on our website? We're trying to share more stories from happy customers like you.

If you're open to it, could you maybe answer 1-2 of these questions?

- What was the main problem you were trying to solve with our product?
- What's a specific result you've seen since using it?
- What was your biggest hesitation before signing up?

No pressure at all, but we'd be thrilled to feature you. Thanks for being such a great customer!

Best,
{YourName}

How to Get Great Answers: Key Questions to Ask

• What was the single biggest problem you were facing before you found us?
• What was the 'aha!' moment when you realized our product was working for you?
• What is a specific, measurable result you've achieved since using our product?
• If you were to recommend our product to a friend, what would you say?
• What was your biggest hesitation or concern before you started using our product?

The best questions are open-ended and focus on the 'before and after'. The goal is to get a story, not just a compliment.

Recommended tools

Prices are indicative and change - check the vendor before buying.

Do it faster with AI Prompts

Mistakes that kill this play

• ×Using generic or unbelievable quotes. 'It's a great product!' is useless. 'It saves me 3 hours every week on invoicing' is gold. Specificity is credibility.
• ×Faking testimonials. Never, ever do this. It's unethical and can destroy your reputation permanently if you're caught.
• ×Not asking for permission. Always get explicit consent to use someone's name, company, and words. It's professional and legally necessary.
• ×Hiding them on a 'Testimonials' page. Sprinkle your best testimonials directly onto your homepage, pricing page, and feature pages where they have the most impact.
• ×Only using text. Video testimonials are more engaging and harder to fake, making them significantly more powerful. Mix up your formats.
• ×Forgetting to include a name and face. Anonymous testimonials are weak. Adding a real name, company, and photo increases credibility tenfold.

Your First 7 Days

• Day 1: Brainstorm a list of 10-15 happy customers. Check your email, social media mentions, and product usage data to find them.
• Day 2: Draft your testimonial request email. Use the template provided in this playbook and customize it with your own voice.
• Day 3: Personalize and send your request email to the first 5 customers on your list. Track who you've contacted in a spreadsheet.
• Day 4: As responses come in, thank each customer immediately and ask for permission to feature them. Save their responses and headshots in a dedicated folder.
• Day 5: Choose the top 3-5 testimonials you've received so far. Identify the key pages on your website where they would have the most impact (e.g., next to a 'Buy Now' button).
• Day 6: Add the testimonials to your website. Make sure to include the person's full name, company (if relevant), and a photo if they provided one.
• Day 7: Take one of your new testimonials and create a simple graphic for social media. Share it and thank the customer publicly.

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