Do you collect testimonials in your business? What's the best way to show customer transformations in your email marketing? Can the success stories and case studies of your customers help you convert more of the people on your email list?
If you want to learn an easy way to go beyond your regular, commoner-garden testimonial, this is the place to be.
Let's go get the secret sauce!
SOME EPISODE HIGHLIGHTS:
(0:14) Grab our amazing resource Click Tricks totally for FREE!
(3:33) What's the big deal about customer transformations?
(5:24) The power of social proof on potential buyers.
(10:19) Show people that something is good.
(13:41) The importance of the before-and-after story.
(17:14) Create a way to capture customer wins.
(20:08) How do you collect great customer stories?
(28:15) Genuinely build you your customers and their stories.
(29:48) Success stories help others buy.
(33:16) Subject lines of the week.
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What's the big deal about customer transformations?
Everyone in marketing talks about the fact you need to have social proof and testimonials. And it's true - you have to talk about the results you get for people. Of course, never get yourself into any hot water here. Everything you say has to be true, so you have to be careful not to use stories that imply, suggest, or outwardly state that people have had success from working with you if you can’t back that up. Whatever you say, write, or put out there, has to be a true claim that you can prove. Don’t be naughty!
The power of social proof on potential buyers
But why is it so important to share the stories of people who have experienced success with you? You have to tell others (especially potential buyers) about the transformations - about how you took someone from point A to point B and how you got them an outcome. That's powerful. And it's something you don't want to forget in favour of just sharing the facts about your product or service.
For example, Rob’s parents just bought a car, and the salesman who sold them the car asked for a nice testimonial. Before they wrote the review, Rob and his parents had a look at existing ones already out there. And they all said that the salespeople were lovely, friendly, and helpful. And that’s all great. But none of these testimonials were anything transformative! We don’t think they helped the dealership much.
So what Rob and his parents did instead was to point out how their life was transformed as a result of buying a car from that place. You have to go beyond the testimonial and focus on the transformation. And for a car, that could have to do with the feelings of increased safety, certainty, confidence, or status, for example.
If people read about us that we’re fun to learn from, for example, it's great. But people don’t necessarily buy programmes to have fun while they learn! They primarily want to know they’ll get the results they’re looking for. While having a good experience in the process is important, people care about the outcome.
Show people that something’s good
Don't just tell people that something’s good - show them. Of course, you want to appeal to the conscious, logical side of people's brains too. So tell them what they're going to get (i.e. the deliverables). But then also show them how what you’re giving them is going to resonate.
The most powerful part of using...
