Most business-owners have a love-hate relationship with testimonials. They love to receive them, but they hate to ask for them. Yet, along with case studies, testimonials can be a powerful means for showcasing your expertise, the real-world results you help create, and the satisfaction of your clients. Testimonials are one of the first items people review when they are trying to establish your credibility and to determine if they might like to work with you.

1. The Three Key
Elements of Great
Testimonials
Dr. Rachna Jain

2. Most business-owners have a love-hate relationship with testimonials.
They love to receive them, but they hate to ask for them.
Yet, along with case studies, testimonials can be a powerful means for
showcasing your expertise, the real-world results you help create, and
the satisfaction of your clients.
Testimonials are one of the first items people review when they are
trying to establish your credibility and to determine if they might like to
work with you.
There are three key elements to a great testimonial:
1) The Challenge
2) The Resolution
3) The Outcome
Let’s delve into these three elements a bit more deeply.

3. The Challenge
The challenge element refers to the problem the client was facing and what obstacles they
ran into in trying to solve that problem. Effective testimonials focus on one or two main
problems and just one or two main results. It is crucial that the testimonial identify clearly
what the main problem is, and why led the client to seek help for that problem.
An example of this: “My website was slow to load and clunky. I felt embarrassed whenever
anyone asked for my URL. I needed my site redesigned and updated, but couldn’t find
anyone to do this for me at a reasonable price.”
You will see that this identifies the problem: slow website, embarrassment. It identifies the
most wanted outcome: site redesigned and updated. It identifies the obstacles: pricing was
not reasonable.
The challenge is the first element of a great testimonial.

4. The Resolution
The resolution is where the client shares how your service or product changed their lives. This
section benefits from numerical, quantifiable results. Wherever you can report results in terms
of specifics, definitely do. Numbers make it easier for people to believe, and for them to gauge
the results.
An example of this: “I met with XYZ Web designs and they understood my concerns
completely. Within one week, I had a new beautiful and fast website at the price I wanted.”
You will see that this identifies the most wanted outcome, and how long it took, and it
addresses the obstacle.
The resolution is the second element of a great testimonial.

5. The Conclusion
The conclusion is designed to persuade the reader to take action. It usually repeats
the result, and offers some emotional information about how the resolution felt or
what it was like to achieve this result.
An example of this: “If you have a slow and ugly website that embarrasses you, and
you want a new, beautiful website at an affordable price, call XYZ Web Designs now.
You will be glad you did.”
The conclusion summarizes the story and positive outcome. It is the third element of
a great testimonial.

6. Ok, so, now you know what should be in a great
testimonial.
How do you ask your clients to create these?
There are three ways I use:

7. Write it for them
This option has you create the testimonial and then your client reviews and
agrees. This is usually the fastest way to get a testimonial, but may not fully
capture the client’s voice.

8. Give them an outline or
template
A good way to do this is to ask them to answer a series of questions, each of which
will match up to the challenge, resolution, conclusion. Then you can gather the
sentences together into a testimonial that sounds more like your client.

9. Ask them to write it themselves
I would never choose this option, as it generates more work for the client and
reduces the likelihood that you’ll get your testimonial in a timely fashion.
Testimonials are important tools to persuade, establish credibility, and strengthen
your brand. Make your testimonials stronger with these three key elements.