how to get fantastic testimonials - amazon s3 · how to get fantastic testimonials © marie forleo...
TRANSCRIPT
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HOW TO GET FANTASTIC TESTIMONIALS
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HERE’S WHAT
YOU’LL LEARN IN
THIS VIDEO
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Why testimonials are so darn important for your business
The importance of staying current on local laws and regulations
Resources and ideas for product and service based businesses
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Six power questions to get fantastic testimonials
The do’s and don’ts of fantastic testimonials
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WHY TESTIMONIALS ARE SO DARN IMPORTANT
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
It’s all about social proof! Whether it’s reviews, testimonials or good old word of mouth . . .
What others say about you can be 10X more powerful and persuasive than what you say about yourself
Human beings are hardwired to look around and do what other people are doing because of mirror neurons that influence our behavior
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
More testimonials (reviews, social proof) = more sales and more happy customers as you leverage the “snowball effect”
Testimonials are also the perfect vehicle to tackle objections head on
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THE POWER IS IN YOUR HANDS
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Fantastic testimonials and reviews start way before a customer ever purchases from you
Our goal in business is not just to do what we say - it’s to go WAY beyond. This is about creating an OUTSTANDING customer experience
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Strive to build in at least 3 surprises into every purchase. Could be a follow-up thank you call, an unexpected video, a bonus gift, etc.
Be methodical and maniacal about over-delivering on your promises and going above and beyond for your customers
Remember our mantra: how would you behave if you were the best in the world at what you do?
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ONE
IMPORTANT
THING
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STAY CURRENT ON LOCAL LAWS
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Especially when it comes to testimonials and endorsements, make sure that you’re current on local laws and regulations for your industry
In the U.S. the FTC continuously evolves their regulations about the proper and legal use of testimonials and endorsements
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
This is especially true if you’re in the fitness, medical, health, business opportunity or finance industries
Outside of the US, check your local government regulations on commerce and advertising
This is an area where it pays to have an attorney review your marketing and sales materials to make sure you’re compliant
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REVIEWS & RATINGS
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
It’s important to stay up to date on all the relevant sources for ratings and reviews in your industry
For example, Yelp is very popular and it can be quite controversial
If your business could be reviewed on Yelp, visit https://biz.yelp.com/ to make sure you’re in the know
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Google “Yelp Responding To Negative Reviews” for a particularly helpful section on responding to negative reviews
Sites like Yelp and Amazon have their own guidelines around ratings and reviews. Stay up to date on best practices for your industry
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COOL IDEA FROM SEPHORA
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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Systems, Teams & Massive Productivity © Marie Forleo International - Marieforleobschool.com© Marie Forleo International - Marieforleobschool.com
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HOW TO GET FANTASTIC TESTIMONIALS
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Timing: ask during the experience of using your product/service or immediately after. You want that fresh energy, insight and enthusiasm
You could also create a survey using Google Forms, WooForms or SurveyMonkey.com (I’ll give you the questions in moment!)
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Or you could call your clients and interview them. The advantage is you get to ask follow-up questions and tease out even deeper benefits
Use Skype to record a video interview. If you have a Mac use Call Recorder for Mac for $20 http://ecamm.com/mac/callrecorder/
If you have an in person service, or do live classes and events, capture testimonials on video
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THE BOTTOM LINE
IS
YOU HAVE TO ASK!
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THE SIX POWER QUESTIONS
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
The following six questions are here to get you started
Every business and industry is different so feel free to use what works for you and tweak the rest
Not only a great way to generate more social proof, it’s a fantastic way to connect with your customers and learn how to improve offerings
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Use this process to better understand the folks you serve and be even more caring, compassionate and outstanding in your business
Remember, always make sure you get explicit permission to use customers’ words and likeness in your marketing materials
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WHAT HESITATIONS DID YOU HAVE ABOUT PURCHASING OUR PRODUCT?
1
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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WHAT CHANGES HAVE YOU NOTICED IN YOUR _______?2
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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WHAT SPECIFIC FEATURE DID YOU LIKE BEST?3
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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WOULD YOU RECOMMEND OUR PRODUCT/SERVICE? WHY OR WHY NOT?
4
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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IS THERE ANYTHING ELSE YOU’D LIKE TO ADD?5
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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WOULD YOU BE OPEN TO A MORE IN-DEPTH INTERVIEW?6
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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MORE SOCIAL MEDIA TESTIMONIAL STRATEGIES
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com© Marie Forleo International - Marieforleobschool.com
Manually capture screenshots from Facebook and blog comments
Create a new folder in Google Drive and store all images for later use
Example: a comment from our launch
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com© Marie Forleo International - Marieforleobschool.com
TESTIMONIAL MAKEOVER DEMO - VERSION 1
“I’m a super huge skeptic, especially when it comes to services promoted online, but I have been more than happy with what B-School has to offer. I immediately read through all of the bonus material and that alone has made me realize this program is worth every penny!”
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com© Marie Forleo International - Marieforleobschool.com
TESTIMONIAL MAKEOVER DEMO - VERSION 2
“I’m a super huge skeptic, especially when it comes to services promoted online, but I have been more than happy with what B-School has to offer. I immediately read through all of the bonus material and that alone has made me realize this program is worth every penny!” - Kelly C. New York City
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com© Marie Forleo International - Marieforleobschool.com
TESTIMONIAL MAKEOVER DEMO - VERSION 3
“I’m a super huge skeptic, especially when it comes to services promoted online, but I have been more than happy with what B-School has to offer. I immediately read through all of the bonus material and that alone has made me realize this program is worth every penny!” - Kelly Courson founder www.celiacchicks.com, New York
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THE DO’S AND DON’TS OF GREAT TESTIMONIALS
How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Be aware of the “mirror effect.” When people land on a website, they are looking to see people like themselves
Make sure your testimonials reflect the specific struggles, desires and results of your ideal customers
Be strategic and use testimonials and case studies to overcome objections
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Whenever possible, use your customer’s full name, location, their profession or website and their picture
We know that in every industry it’s not possible to use full names, but add as much detail as you can
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Length: make your testimonials as short and to the point as possible
You can edit testimonials for clarity - just make sure you get your client’s final approval
Video/audio/written: What’s great about video testimonials is that you get the visual and you can separate the audio and have it transcribed for a written testimonial too
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How To Get Fantastic Testimonials © Marie Forleo International - Marieforleobschool.com
Genuine enthusiasm trumps all
People can feel energy, even in the written word, so don’t edit out
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“A HAPPY CUSTOMER IS THE GREATEST ADVERTISEMENT.”
- Andy Sernovitz
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