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More Great Testimonials – Avoid Bad Reviews!

When it comes to making more money in business, two things must happen optimally simultaneously: Get more sales and reduce expenses. If you have either one working for you, and failing on the other, there is no guarantee of increasing your bottom line today! This is where testimonials come in.

Testimonials are the tool of using “Social Proof” to boost sales!

Social proof is powerful. Social proof is based on the idea that customer feedback is more trustworthy than marketing from the business itself. Wyzowl explains it well:

Customers are likely to spend 31% more with a business that has good customer testimonials.

Believe me, I personally have experienced that many times in my 41-year run in business. 

Thoughtfully written and high-quality testimonials will attract a more desired target audience.

No one likes to be the first in line when it comes to buying a completely new and unfamiliar product from a new business. They first want to see someone else try it, and if that person likes it, maybe then they will buy it too.

A testimonial makes the product a less risky purchase for your new buyers, because it reassures them that your product is ‘tested’, ‘works great’ and, therefore, is safe to buy.

When you want to try a new restaurant what do you do? You search for reviews online or you ask your friends about their experiences, right?

Humans sway by the opinions of others. It will work to your advantage when it comes to people making purchasing decisions.

How do you make it work for you and your marketing? Easy! You get testimonials from your happy clients.

Look for those two items to be present in testimonials:


Testimonials to Grow your Business

Does it correctly convey your brand and your product or service?

Does it address the benefits and results your service provides?

BTW: It’s ok to edit testimonials, very lightly. As long as you don’t change the intended meaning, there’s nothing wrong with shortening feedback to be punchier and eye-catching for prospective clients.

 A high caliber testimonial should cover, at minimum, the following 7 simple questions:

  • What challenge(s) did you face before making this purchase?
  • What was the obstacle or hesitation that would have prevented you from buying this product/service?
  • What did you find because of buying this product/service?
  • What specific feature did you like most about this product/service?
  • What would be the three other benefits about this product/service?
  • Would you recommend this product/service? If so, why?
  • Is there anything you’d like to add?

NOTE: There is absolutely nothing wrong with sending an email asking for a testimonial. If, however, you do not hear back, move on. 

💎 POINT #1

📢 Problematic: As soon as a customer indicates they are happy with you and your service, ask for their Testimonial! Too abrupt. Not Elegant.

😀 Easy: If they mention how wonderfulyouHappy are, take mentalnotes. Afterwards, write down what they said, using their own way of phrasing as much as possible. Then email what you wrote to them and ask them if they are ok with you sharing it with others on your website, etc. The email will include the release form and all the must reply “I agree.”

💎 POINT #2 

📢 Problematic: People aren’t comfortable writing testimonials, so they put it off. How many times you have done this yourself even when you had promised the people you would do…

😀 Easy: 

About 3/4 through your work with your client, send a request for feedback. Use a simple satisfaction range – like 1-10 smiley faces.

Afterwards, contact those who are incredibly happy with your service for a more detailed testimonial a few weeks later. 

 Do not forget to ask them to sign the release form.


 Offer a free upgrade incentive if they send an audio message and even bigger reward if they’ll record a video testimonial. 

 💎 Not everyone will read all your testimonials.

 What can you do? You can create “Mashup Testimonials” which are like regular testimonials but with two (or more) blended in one.


📢 Problematic? NO. If your customer indicates unhappiness at any point, you have another opportunity for some great marketing: Recovery!

My system is Recovery + One which was widely the way I operated when I was DM for Panera Bread as well as F&B director for the Hilton Garden Inn hotels.

When you are facing a problem and a potential bad review…

 😀 Easy: Stop. No offense or defense is allowed. Empathy is a must. Listen. Listening requires eye-contact. Repeat what you’ve heard. Ask if they will allow you to offer 1-2 solutions. Be enthusiastic to correct the issue. Ask them if their issue was resolved. Show your satisfaction that they are happy. Now is the time to over-deliver and your customer will always be happy with your service and will want to share their experiences with others. 

💗 Be 100% sincere. People know when your behavior mimics the candidate who is looking to patch mistakes because he/she is worrying about your vote. 

***Have a small gift already wrapped and ready to give then to complete your recovery at this point.

 This is the Recovery +One part. They would never expect the extra gift and that will WOW them.


Impress this customer and you’ll have a future brand ambassador on your hands. 

BELIEVE THIS: Studies show that you’ll get a MORE devoted fan after messing up, and fixing the situation professionally, than if the problem had never occurred!

After you’ve resolved their complaint(s), a week later, send an email with another little gift. asking for feedback

Your team going above and beyond for them will be fresh on the customer’s mind and they’ll be impressed.


-Tommy A.

COO Bottom Line Strategy

Small Business Strategist

[email protected]

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PS: VERY IMPORTANT: Check what went wrong to begin with. Find the solution. Place an SOP. Communicate the issue, how you’ve resolved it and the SOP to use going forward with your entire team. Believe me they know you are not perfect, but they will be very upset if you repeat the mistake.

PPS: Statistics reveal that if a person leaves your place of business or your online presence with a complaint, he/she will talk about that bad experience to as many as 8 other people (In the opposite case, if happy there is a low possibility that he/she would promote your business to 4 others). Recover + One any issues before the customer/client leaves you.