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Do testimonials work?

03 December 2013

Are you a believer?

A word of advice. Never been afraid to ask the question. Both positive and negative feedback is very useful in its own way.

Testimonials transform a sales pitch into a credible, unbiased recommendation for your product or service.  They are easy to source (if you have the confidence to ask) and provide one of the easiest ways to improve and maintain a fresh website.

An effective testimonial includes benefit statements, substantiates your product/service claims, is credible and is written in a way that others can relate to.

Credible, powerful

Let me demonstrate how powerful credible testimonials can be.


'Thank you Helen for contributing your high level of expertise and integrity into the book, Brumby: A celebration of Australia’s wild horses.  Not only did you help us get started, you did so with a sense of professionalism and enthusiasm that has helped make the book a huge success. I look forward to working with you on future projects and also to recommending you to others.’  Mae Lee Sun, Wild Horse Journal

By way of background I was asked to write the introduction for this book which has just recently been released.

Here is another example:

'Your knowledge and professionalism have impressed and we will have no hesitation using your services again. Not often we can we recommend someone who delivers on time and on budget! Thanks again Helen.’ Wayne Eriksen, Southern Life Coaching.

Wayne engaged me to copywrite and design a new brochure for his business.

Elements of a good testimonial


Make sure your testimonials include benefit statements and they endorse your product or service.

‘…. Not only did you help us get started, you did so with a sense of professionalism and enthusiasm that has helped make the book a huge success.’

Substantiate your claims

Testimonials should back up your promises.

'….Not often we can recommend someone who delivers on time and on budget.’


Accompany each testimonial with the first and last name of the person providing it. If possible also include a photo. Audio or visual testimonials provide maximum effect.

Now that you know what to look for, you simply need to ask the question. Clients are generally more than willing to provide feedback. I have never been knocked back by a client when asked for a testimonial and neither will you.

Word of mouth and client recommendation is one of the best and easiest ways of marketing and promoting your business.

Turning customers into advocates

Turn website visitors into customers using effective, benefits-driven testimonials. And don’t be afraid to ask happy customers to be advocates.



                                      helen ward

Copywriter Melbourne based Helen Ward (above), specialises in providing copywriting services that includes creative design, copywriting and marketing advice. Her company, Design Wordz was established 10 years ago. Design Wordz services small to medium businesses. Visit