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Mastering the Reverse Testimonial

Posted 2 months ago in BUSINESS DEVELOPMENT, MARKETING

As everyone in business knows, a good review or testimonial can be absolute gold for helping your business to grow. This is effectively the written referral, provided by one of your customers, conveying a level of trust and confidence in your business or brand for other potential customers looking to buy your goods or services.

We’ve all browsed the reviews or skim read the testimonials at some point before committing to an important purchase or investment.  They give some assurance that we are making a good decision based on the opinion or experience of past customers or employers.

We all know what a testimonial is but what about a reverse testimonial?

The Reverse Testimonial

A reverse testimonial is simply a testimonial that starts of in reverse. So instead of starting with the praise, a reverse testimonial starts with the uncertainty or scepticism the buyer or employer felt before committing to the investment.

It works because it approaches the conversation in the same way that we would talk to each other normally. We tend to start a referral with what our doubts or fears were first then follow up with the positive outcome or pleasant surprise with how well everything turned out.

Why Does It Work?

By starting with our concerns, doubts or fears, we are making the testimonial real and therefore, believable. This authenticity gives the testimonial a lot more power and depth as we have brought the negative thoughts to the fore and then finished with a happy ending.

Just like a good story that starts with a tension that is resolved through the purchase of the goods or services from your business. This is where you can really master constructing a very valuable reverse testimonial.

How to Construct a Reverse Testimonial

Construction means using a good story structure to get and write your reverse testimonial. This starts with providing specific parameters and asking six core questions.

The six questions you need to ask are:

  1. What were your concerns before buying our product/service?
  2. What was your experience buying our product/service?
  3. What did you like most about our product/service?
  4. What are three other benefits about our product/service?
  5. Would you recommend our product/service? If so, why?
  6. Is there anything else you would like to add?

When putting this all together into your final testimonial story start with the doubts or concerns then tell the story of the customer’s experience and recommendations. You can either write this in quotation form or tell the story on behalf of the customer and add their direct quotes to emphasis or ‘prove’ any facts.

Mastering the Technique

If you need help with collating and writing reverse testimonials for your business, then contact us and we can provide one-on-one coaching or direct you to an upcoming seminar where we will cover this topic.

As with most skills, mastering the technique is primarily about practice. The more you do of these the easier you will find it is to do them and the better you will get overall.