Social Proof: Soliciting A Full Review/Testimonial

Arbuckle Media’s guide for how to generate and solicit a more effective review or testimonial for your brand.

Components of an Effective Review or Testimonial

1. Outlines a problem:
   1. Outline a real, relatable issue someone had before they
      1. Eg. “I have very sensitive skin. All other products I used damaged…”
2. Focuses on experience and emotion:
   1. Even practical and utility-driven purchases solve a pain point. What problem did they come in with, and how did your solution make them feel?
   2. Describes a special experience the product or service provides,
      1. Eg. “This product completely saved 
3. Addresses doubt head-on:
   1. Addresses a common concern or doubt a new customer might have about the product or service
      1. Eg. “I’ve tried products like this before and didn’t believe…”
4. Demonstrates the solution in action:
   1. How did your products/services solve the customer’s problem? 
   2. Shows the best use of the product or service and the advantages a customer can expect;
5. Demonstrates the competitive advantages or best aspects of the product or service;
   1. What makes your solution unique?
   2. Eg. “The customer service was fantastic…”
6. Mentions target demographic:
   1. Shows which customers the product or service is ideal for in order for anyone considering the review to resonate with their perspective.
      1. Eg. “as someone who has struggled with x…” or “as the director of marketing…”
7. Shows the business can respond to or resolve a problem.
   1. Shows that even if you’re not perfect, you can still make it right.
      1. Eg. “Even when I had a problem with my first product, they replaced it for me

Length

• For social media posts, landing pages, pop ups, and even emails, shorter testimonials tend to be more effective. General rule: 50 words or less.
  • If you have longer testimonials, highlight the most essential keywords in bold to guide the reader’s attention. 

Source Attribution

• The best testimonials will include the reviewer/author/writer’s:
  1. Name
     • Can be abbreviated for anonymity;
     • Eg. “Jane S.” instead of “Jane Smith” is acceptable if required;
  2. Title;
     • not required in B2C, but required in B2B;
     • Eg “VP Sales”
     • Make sure the title makes sense, especially to other prospective customers who may be considering this testimonial.
  3. Company/organization name,
     • not required in B2C, but required in B2B;
     • Eg. “ABC Supplies Inc.”
     • Make sure the title makes sense, especially to other prospective customers who may be considering this testimonial.
  4. Image;
     • A real photograph of the customer; take it from their IG, Linkedin, Google review profile, etc.
     • Do NOT use stock photographs. Ever. 
     • Use no photo if you do not have permission from the reviewer.
  5. Relationship;
     • specify if they are a past or current customer, and the type of service or specific product they used; it provides greater context when you can be more specific in your relationship to the reviewer. 

Note: Bold are required for all, whereas italicized fields are optional or depend on the context of the business.

Editorial

• Do not make edits to the content of the review, except where absolutely necessary, such as spelling and grammar.

Soliciting a Testimonial/Review

Sending a request

• The best testimonial requests include the following:
  • A short, straightforward subject line. 
  • A direct yet friendly tone of voice.
  • An easy ‘out’ if they don’t want to do it. 
  • A ‘no work’ option that makes the favor you’re asking virtually effortless. 
  • Optional: A benefit or reward for providing the testimonial. 

Bullet point prompts (to send to prospective reviewers)

• What was your problem before we worked together?
• What did we do for you?
• Why did you choose to work with us? Why did you choose this product?
• How did you feel about the outcome? How did our product make you feel?
• Did you have any issues with our product? How did we make it right for you?

Let us know if this guide was helpful for you!