Getting Testimonials That Build Trust and Boost Your Reputation

Positive customer testimonials and reviews are a critical way to boost the credibility of your brand and products. They are like the shining stars of your business’s reputation. But keep in mind that not all testimonials are created equal. A good testimonial truly resonates and creates an impact.


Consider this scenario:

You ask your satisfied customer for a testimonial for a crop cutter, and they eagerly agree. However, when you receive their feedback, it’s either unfocused, long-winded, or fails to convey the real value of your product or service. Maybe it’s something like this—

“Love it! Thanks”


“Ah, where do I even begin telling you about this marvel of modern agriculture, the CropMaster 5000? Well, let me take you on a journey through fields of golden wheat, lush orchards bursting with fruit, and verdant vineyards brimming with promise. But first, let me introduce myself. My name is Hank, a humble farmer with dreams as vast as the endless plains that stretch before me. And let me tell you those dreams would have remained just that—mere dreams—had it not been for the CropMaster 5000.

You see, farming isn’t just a livelihood for me; it’s a way of life. Each dawn brings with it the promise of a new day, a new opportunity to nurture the land and reap its bounties. But oh, how daunting it can be to tend to acres upon acres of crops, especially when time is as elusive as the morning mist…….. ad nauseum

Instead, it could be something concise, powerful and compelling like this:

“Cutting crops used to be a complete nightmare, taking weeks and costing us a lot of money.  The CropMaster 5000 revolutionized our farm’s efficiency. With its precision and speed, we have been able to double our productivity in half the time. Thank you for this game-changing product!”

Unlike the previous versions, this testimonial clearly shows how your crop cutter solved a problem for the customer by boosting farm efficiency, highlighting its value and impact.

So, how do you convince customers to provide testimonials like this that are still genuine and relatable?

It’s simple!  Instead of asking for an open-ended testimonial or review, instead ask these four key questions after your customers have used your product [or service]:

  1. What problem were you having that caused you to buy from our product?
  2. How was that problem making you feel?
  3. What specifically changed after using our product?
  4. How has that changed how you feel?

Let’s break down why these questions are so important and how they can transform ordinary testimonials into powerful marketing tools.

Identifying the Problem:

First things first, set the stage by asking about the initial pain point or challenge faced by your customers.

This gives readers background information and lets them understand why the customer chose your product or service in the first place. In fact, by highlighting the problem, you are also addressing a common issue that your prospect has too.

Understanding the Impact:

Emotions play a key role when it comes to purchasing decisions. At this stage, ask your customer how the problem has impacted their process or productivity. What were they feeling? Maybe they were frustrated with their previous crop cutter which was too outdated to match the pace of required productivity.

Whether it was frustration, dissatisfaction, or stress, mentioning such feelings is likely to humanize the testimonial. As a result, the testimonial feels relatable to others who may be facing a similar situation.

Highlighting the Solution:

The next thing to ask your customers is how your product or service has helped them overcome the problem.

This way, you’re allowing the customer to showcase the tangible results they experienced. Whether it’s increased efficiency, cost savings, or improved performance, these specific outcomes demonstrate the value your business provides.

When you have helped your customer mention this benefit in their feedback, the testimonial they provide will build trust around your product as well as showcase the real-world impact of your offering, making it easier for others to make informed purchasing decisions.

Reflecting on the Transformation:

Finally, you’re getting to the heart of the customer’s overall satisfaction and happiness by finding out how the change has affected their feelings. This last or closing question leaves a lasting impression on prospective clients and highlights the benefits of your good or service.


How to Ask For Compelling Testimonials

You might be wondering the best way to ask these 4 key questions.


Well, it is quite simple:

Email surveys:

Ask your consumers to respond to a survey you send them via email on their use of your good or service. To collect data that is both quantitative and qualitative, make sure your questions are a combination of open-ended and multiple-choice.

Live Real-Time Interviews:

To obtain more thorough input, try to speak with your clients face-to-face, either in person, on the phone or via Zoom. This allows you to ask follow-up questions and delve deeper into their responses. This personal approach can often lead to more candid responses.

Social Media Surveys:

Conduct surveys on social media sites to get input from your followers. This is a quick and simple method to gather opinions from a large number of people.

Whichever approach you decide on, don’t forget to express gratitude to your clients for taking the time to offer feedback and reassure them that their opinions matter and will be applied to enhance your offerings.

Make sure that the questions should be clear and straightforward.
Provide some context for your questions by outlining your purpose for requesting input and how it will be used.

As a result, customers may feel more appreciated for their comments and be inspired to give more careful feedback.


By asking the questions in this order, you’ll not only gain insightful feedback but also be able to build an engaging story that appeals to your target market. Prospective clients can relate to the narrative and imagine how your good or service could help them overcome similar challenges and improve their productivity.

Effective testimonials are essentially powerful narratives that encourage readers to trust and believe in your company, not just words on a page.

You’ll be able to fully utilize client testimonials and establish credibility and reliability in the eyes of both existing and potential customers.

Hope this article helps you improve your testimonials in the future! However, please know that getting powerful customer testimonials is not enough to boost your marketing success. Your marketing campaign might be plagued with numerous pitfalls and blind spots.

Don’t worry! Our guide, “Costly Marketing Mistakes Most Manufacturers Make,” has you covered.

Download it now to elevate your marketing effectiveness to its full potential.