Customer testimonials, at least the vast majority of the ones I’ve seen, are clients talking about how great a company’s product or service is.
Where’s the story in that?
Where’s the conflict?
Where’s the value and meaning?
You have a choice, when it comes to testimonials.
You can have your clients talk about how great your company’s product or service is. Or you can tell stories about how your clients have overcome great obstacles to emerge successful. (Hopefully, your company played a big role in that.)
The former will give your prospects a predictably uninspiring testimonial. The latter will give them a surprising customer story. One they can believe.
Your organization’s story is only as good as its customers’ stories.
Avoid the traditional approach to testimonials like the plague. (But, by all means, encourage your competitors to use it. In fact, email them about how great their lifeless testimonials are.)
You can have clients tell your story. Or you can tell your clients’ stories.
Which one do you believe your clients are most likely to spread?