How to Get Killer Testimonials & Case Studies
What You'll Learn
In this lesson plan we'll walk you through the difference between testimonials and case studies, the steps you need to take to get them and an example of a great compilation video. We'll also dig in to pro's and con's of written vs video testimonials and where is best to use each type of medium.
Why is This Important?
Testimonials and case-studies are important proof elements that show you are legit. They help new people to see that what you are saying is realistic and you actually have helped people like them to achieve their goals.
It also helps them to believe it is possible for people like them to do so. Often, it's not a lack of belief in you that you need to overcome, but a lack of belief in themselves. Testimonials and case-studies help to do this.
Testimonials vs Case-Study
First things first, what is the difference between the 2?
The main difference is this:
A testimonial is a statement from your client
A case study is a story, may or may not feature your commentary and may or may not feature direct client statements.
The main difference is this:
A testimonial is a statement from your client
A case study is a story, may or may not feature your commentary and may or may not feature direct client statements.
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The case study can be written by you, or by the client.
In short, stories sell. Therefore, case-studies are better than testimonials. Even when you are getting a testimonial from a client, if you ask the right questions, they will tell their story and you basically end up with a case study anyway. Case-studies for the win! |
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Written vs Video
There is absolutely no question about it, video case-studies are much more effective than written case-studies. This is for two main reasons;
However...
There is a time and place for written testimonials and that is when they are on a platform which lends the testimonial credibility.
Verified platforms where you can leave reviews such as Google local, Facebook page, Amazon, iTunes, etc.
These are more credible because they are verified - the person has to be logged in to their real account. They carry much more credibility than a written testimonial would otherwise.
You can still use your videos as written testimonials where appropriate, such as in an email. Simply transcribe it.
The video testimonials is so much more powerful because it communicates and relates so much more than text can. It is also generally easier to get a video testimonial from your clients too.
- Written testimonials can be fake and are less believed
- So much more is communicated through body language, facial expressions and voice tonality than could ever be put across in writing
However...
There is a time and place for written testimonials and that is when they are on a platform which lends the testimonial credibility.
Verified platforms where you can leave reviews such as Google local, Facebook page, Amazon, iTunes, etc.
These are more credible because they are verified - the person has to be logged in to their real account. They carry much more credibility than a written testimonial would otherwise.
You can still use your videos as written testimonials where appropriate, such as in an email. Simply transcribe it.
The video testimonials is so much more powerful because it communicates and relates so much more than text can. It is also generally easier to get a video testimonial from your clients too.
Step 1: How to Get Clients to do Video Testimonials/Case-Studies
The easiest way to do it, is to manage your clients' expectations. If they KNOW you're going to ask and they KNOW they need to provide one fomr the outset, it won't be a shock or surprise when the time comes to getting one!
One of the tricks I used was to tell my clients during a consultation:
"I NEED to get you great results because I'm going to ask you for a testimonial later"
Easy to say, light hearted but now that client knows it's coming.
If you work together in person, you grab them at the end of a session or whenever is appropriate, turn your phone video camera on and ask them questions.
Some clients don't want to be on video for whatever reason, if that's the case, respect their privacy and ask them to do a verified review on whichever platform you want (Google, Facebook, etc.) instead. Be aware that people will procrastinate, remember to chase them up a couple of times until they do it.
If you work with clients online, you could do 2 things;
What is really important, whether you are doing written or video testimonials, is to give guidance and specific questions for them to answer, so that the client knows what to say.
To get the most amount of people to do it, you need to make it as easy as possible for them. Remember, a lot of people aren't comfortable on video and won't know what to say. You need to give direction and make it easy for them to do it.
One of the tricks I used was to tell my clients during a consultation:
"I NEED to get you great results because I'm going to ask you for a testimonial later"
Easy to say, light hearted but now that client knows it's coming.
If you work together in person, you grab them at the end of a session or whenever is appropriate, turn your phone video camera on and ask them questions.
Some clients don't want to be on video for whatever reason, if that's the case, respect their privacy and ask them to do a verified review on whichever platform you want (Google, Facebook, etc.) instead. Be aware that people will procrastinate, remember to chase them up a couple of times until they do it.
If you work with clients online, you could do 2 things;
- Simply record a short Skype call where you ask them questions (Use screen recording software to record Skype calls)
- Ask them to do a video themselves
What is really important, whether you are doing written or video testimonials, is to give guidance and specific questions for them to answer, so that the client knows what to say.
To get the most amount of people to do it, you need to make it as easy as possible for them. Remember, a lot of people aren't comfortable on video and won't know what to say. You need to give direction and make it easy for them to do it.
Step 2: What You Want to Communicate in Your Testimonials/Case-Studies
Here's what you want to get across in your testimonials, and it's not just "I lost 10lbs" - that's boring.
A great case study tells a story that sells. It allows you to communicate things to your potential clients in a way that is relateable and believable for them, because other people like them are saying it - rather than you saying it.
You want to communicate that the person:
The first 2 questions are about connection and relating to the potential client. The 3rd question is overcoming their objections - remember, it's much better coming from someone else than you saying it. The final 2 questions are the inspirational part, to motivate them to take action.
A great case study tells a story that sells. It allows you to communicate things to your potential clients in a way that is relateable and believable for them, because other people like them are saying it - rather than you saying it.
You want to communicate that the person:
- was in the same situation that they are in now
- overcame struggle and succeeded
- overcame likely objections they have to working with you
- got great results
- are happy with the transformation
The first 2 questions are about connection and relating to the potential client. The 3rd question is overcoming their objections - remember, it's much better coming from someone else than you saying it. The final 2 questions are the inspirational part, to motivate them to take action.
Step 3: The Right Questions to Ask
The right questions to ask will somewhat vary, depending on the answer that they give you, but a good outline is listed below. You want to get them telling their story and speaking emotionally. Obviously this is easier on video.
Whether you are doing video or text, don't be afraid to edit and chop it up. Delete parts where they get lost or repeat themselves and make it succinct. Most people aren't good in front of camera and it will need a little editing to tidy it up and make it easier to consume.
Questions To Ask
In the editing process you want to tie the questions together in to a story. You could integrate quotes from a few different clients, or make separate ones for each client.
You'll note that all of the questions are about them and their journey. Not you and your service. Potential clients will relate with existing clients when they tell their story. This is where case-studies are really powerful.
Whether you are doing video or text, don't be afraid to edit and chop it up. Delete parts where they get lost or repeat themselves and make it succinct. Most people aren't good in front of camera and it will need a little editing to tidy it up and make it easier to consume.
Questions To Ask
- Introduce yourself
- Tell me how you felt about your body before we began working together?
- What was your biggest concern before you began working with me? How did you overcome it?
- What was the hardest thing for you to change in order to succeed? How did you do it?
- What was the low point of your journey? How did you overcome it?
- What did you achieve? How do you feel now?
In the editing process you want to tie the questions together in to a story. You could integrate quotes from a few different clients, or make separate ones for each client.
You'll note that all of the questions are about them and their journey. Not you and your service. Potential clients will relate with existing clients when they tell their story. This is where case-studies are really powerful.
Step 4: Presenting Your Testimonials/Case-Studies
As mentioned, you can use case-studies in one of two ways:
It's a good idea to have and use both. The collection all blended in to one might be your primary case-study on your website, while individual ones can be used in your marketing through blogs, Email and social media posts at regular intervals.
This will make each case-study go further and work for you more.
When you present them, call them stories rather than testimonials. Everyone likes to read and listen to stories, where as a testimonial is just an obvious selling tool that sounds boring.
Here's a great example by one of our clients, Ivan.
- A standalone case-study (one person's story)
- A collection of many people's stories blended together
It's a good idea to have and use both. The collection all blended in to one might be your primary case-study on your website, while individual ones can be used in your marketing through blogs, Email and social media posts at regular intervals.
This will make each case-study go further and work for you more.
When you present them, call them stories rather than testimonials. Everyone likes to read and listen to stories, where as a testimonial is just an obvious selling tool that sounds boring.
Here's a great example by one of our clients, Ivan.
Conclusion
When someone else says something about you, it is instantly more believable than when you say it yourself.
Using case-studies, you can really communicate that you understand and relate with your potential clients because you've helped people who face the same struggles.
Using case-studies, you can really communicate that you understand and relate with your potential clients because you've helped people who face the same struggles.
Frequently Asked Questions
WHICH TYPE OF FEEDBACK IS BEST?
Any feedback from you clients, let me rephrase that and positive Feedback is great in any form, but if you can get your client to go on video, then a video connects more to people, so your will see more impact using video than text.
WHY IS FEEDBACK SO VALUABLE?
You can tell someone how amazing you are and your services are the best they can get, but someone's else point of view is more trusting and gives an authentic critic of your business.
HOW TO GET VIDEO FEEDBACK?
You could just ask your client to make a static camera short and send it to you or you could hire a professional to do it for the session. Both options are great and in-fact a low fi camera phone may make it seem more down to earth a feedback.
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