When you write out customer testimonials, are you including an emotional element?

Customer testimonials that include a visceral reaction are usually the ones where there is an actual exclamation – some phrase that is spoken vehemently with great emotion.

Disclosure: This post may contain affiliate links. See full disclosure here.

Stop and ask yourself this, “What do my target audience exclaim when they are sharing about the problem that my product can solve?”

What do they burst out saying when you get down to the nitty-gritty of what their problem means to them?

I recently wanted to collect some customer testimonials for my blog.

As Christian entrepreneurs, we are diligent to be truthful in our marketing – no hype. So valid, great customer testimonials are key to who we are.

One thing I quickly realized was that when people are really excited about something, they get passionate as they talk about it. I know that I do.

In the same vein that people give strong opinions when they are talking about their problem, once the problem is solved, they give equally enthusiastic testimonials for the solution as they gave for the problem!

Here are some of the enthusiastic words I pulled out of some of the testimonies I received about health improvement:

 “Switching to Shaklee Get Clean products has solved several problems for us. First of all, my son now can focus better and is calmer! Second of all, my headaches seem be resolved. And finally, these products really work – so happy to get the ink stains out of this white shirt!” – shared by Lauren N.

“Are you wondering if Shaklee Life Shakes are low-glycemic? I’m a family doctor & we just started using a 24-hour continuous glucose monitor in my office for diabetic patients. I volunteered to be the guinea pig, so the staff could practice placing the device & reading it. I’m trying to lose that stubborn 15 pounds using Shaklee 180. On my monitor my breakfast Life Shake is INVISIBLE. (I use unsweetened almond milk.) Doesn’t look like I had any breakfast at all – my sugar didn’t budge. Same with my meal bar for dinner. My “real food” lunch made my sugars go up (don’t worry, I’m not diabetic).  Life Shakes do NOT have too much sugar or carbs in the products. These shakes are great! ” – Dr. Jennifer W.

The needed ingredient for great customer testimonials is enthusiasm!

Be certain that you ask customers to fill out comment cards and evaluations. When a client shares a story about what a difference your product or service made for them, ask their permission to use their testimonial in your marketing. I try to include customer testimonials regularly in my emails to my client list.

Third-party testimonials are often a deciding point for someone when they are looking at your product or service. Be sure to include enthusiastic customer testimonials regularly.

As Christian entrepreneurs, we are invested in speaking truthfully about our products and services and customer testimonials are another touch-point to validate what we share.

First published: Apr 2014

Updated: Jun 2018