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🚀 This Week's Growth Hack: You’re Doing Testimonials Wrong

So I’m a fractional CMO for two different brands at the moment (I run their ads, optimize all their funnels, and am available 24/7 via Slack for any and all growth questions or advice needed) and one of my clients saw a massive increase in leads + sales last week. Why? Because we introduced 3 new testimonial videos that we ran as retargeting ads to anyone who has seen our ads or landed on our landing pages to date.

They were doing testimonials all wrong before I started working with them so I wanted to highlight 3 ways to improve your testimonials ASAP:

1 - BE SPECIFIC WITH YOUR REQUESTS

This brand’s testimonials were awful. Basically, videos of people just saying that they “really enjoyed their experience” instead of saying the outcome they got from the experience and why they would recommend it to their friends…

You have to be specific when asking for testimonials. Ask them to mention exactly what you want them to cover. Leading to point number…

2 - KNOWING WHAT TO ASK FOR

Your testimonials need to back up your main marketing message...

If your numbers are important to your leads / potential customers then ask the person writing a testimonial to mention numbers. If seeing "life-changing" results is important to your leads / potential customers, ask them to use the words "life-changing" in their testimonials...

Example 1: If your marketing message is "We help companies make $4 for every $1 they spent on digital ads" then all of your case studies' headlines should use this template "how we helped x company achieve 4X ROAS"

Example 1: If your marketing message is “we help you wake up more refreshed” then you should be asking your customers to give you a video saying “WOW I can’t believe how effective this was at giving me a full night sleep. I’ve woken up feeling refreshed and amazing every morning since!”

3 - THE RT AD FUNNEL

As mentioned above, for this particular client, I employed one of my favorite strategies that lean heavily on video testimonials. We run our prospecting ads (the first ad someone sees from our brand on Facebook or Instagram) with educational and introduction content. Videos that start with taglines like “introducing the first ever” or “introducing our new xyz” and then go on to make a bold claim like “we can help you achieve xyz result” …

Then all of our retargeting ads are proof that we have actually helped lots of people accomplish that big bold claim we made in the first ad. The more different testimonials our potential buyer sees, the stronger our case is that we can help you accomplish that goal.

In Summary

Growth Hackers are specific when asking for their testimonials. They match their request back to their main marketing message or bold outcome claim. And they leverage multiple testimonials in their retargeting ads.

💕 Whenever You Are Ready

Here are 2 ways I can help you:

1. ​Level Up Your Marketing - You can tap into monthly group coaching calls with me, more than 40+ Growth Hacks easily searchable, & my viral Tik Tok & Twitter hooks, for just $9/mo (billed annually) here...​
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2. ​Get In Front Of My Audience - With more than 40,000+ newsletter subscribers, 75k+ Tik Tok followers, & 37k+ Twitter followers, my team & I work with dozens of partners in unique ways to help them grow here.
   

3. Hire Me As A Fractional CMO - I typically work with 3 or 4 companies at a time on all things from ads management to growth hacking! One of my current clients just outgrew me with a full-time CMO after a nice capital raise on the back of our work together so I’m now looking for one more client. Let’s find out if that’s you, here!

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That's it for this week!

Talk soon,
Marketing Max
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