This document discusses how to gather and use customer testimonials effectively for marketing purposes. It provides examples of good testimonials that describe the customer's challenge, experience with the service provider, and positive results. The document recommends asking customers specific questions to elicit rich testimonials and having them sign a permission form to use their testimonial. Turning the best testimonials into detailed case studies that summarize the challenge, experience, and results is presented as an especially powerful marketing tool. Following guidelines like not editing the testimonial or writing it for the customer can help ensure testimonials are genuine and credible marketing materials.

1. ©Carol A E Bentley
Presented by Carol Bentley

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• Customer Testimonials
Can Help or. . . Hinder!
• A Great Testimonial
makes us feel like a Hero!
• And it‟s an Effective
Marketing Tool

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Help your customers
give you a glowing
testimonial. . .
ask these questions:

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What were you
looking for?
Why did you
choose us?
What was your
experience?
What was the
greatest benefit?
What advantages have
you noticed since?

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Q1 “I wanted help with a special report I needed for marketing my
business.
Q2: I found Carol Bentley‟s website and was impressed by what I read
so I decided to call her.
Q3: To be honest, I was struggling for ideas at the time. But, during my
consultation with Carol my brain LIT UP like a Christmas tree. She blew
me away with her knowledge, and was incredibly generous with her
time.
Q4: Carol also sent me LOTS of valuable information that I could use
IMMEDIATELY!
Q5: Since the consultation with Carol I have successfully written my
special report. And so far it‟s working amazingly well.”
Marcus D'Silva,
Author of ‘How to Change Your Life with the Amazing Secrets of Hypnosis’ and
‘Weight Loss, the Forgotten Secret‟

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Devised by Sean D‟Souza from PsychoTactics
www.psychotactics.com/testimonialsecrets
The Reverse Testimonial. . .
Starts with scepticism. . .
Describes customer‟s actual
experience & result. . .
Is far more powerful. . .

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Six Questions…
1. What was the biggest concern you had about
buying this product /service?
2. What did you find as a result of buying this
product/service?
3. What specific feature did you like most about
this product / service?
4. What are 3 other benefits you discovered
about this product / service?
5. Would you recommend this product / service?
If so, why?
6. What else would you like to add?

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You Were Right on The Edge of
What Our MD Would Pay!
"Price. A false economy not investing in expertise and knowledge I
know, but like buying anything – price can be a barrier. I think you were
probably right on the edge of what our MD was OK to pay.
From the feedback I‟ve received, they all found your style of presenting
very comfortable and entertaining. It wasn‟t just presenting by numbers
which we‟ve experienced on many occasions.
[3 Benefits?] Local expertise/experience, writing structure and hopefully
increased response.
[Recommend?] Yes – we got exactly what we wanted from the day.
External training from someone with a proven track record. The day
backed up what they‟ve learnt internally and provided a set of easily
used „tools‟ to improve."
[Add?] Just to say thanks again for the day. As the team grows and
others have responsibility for writing marketing material, we‟d definitely
repeat the session.”
Matt Tindell, 288 Group, Poole

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Turn Your Best
Testimonials
Into
Descriptive
Client Case
Studies

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Systemise Your Testimonials
Get Written Permission To Use
Never Edit
Never Write It For Them

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Summarise
the challenge,
experience
& results

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Remember!
Great Testimonials
And Descriptive
Case Studies
Can Mean....
Lots more. . . !!