It doesn’t matter what you call yourself, or what your business is called, or even how low your prices might be – it all comes down to one thing: What results do your clients obtain by working with you?
Your ideal clients must be assured that you deliver the results they are looking for – or they won’t invest in you.
This is why it’s essential that you figure out how to explain your client’s results in your marketing. And it all starts with understanding your client’s journey.
Your client’s journey
A client has three stages to her journey: The before, the transformation and the after.
She is in the “before” state when she meets you. Her time working with you makes up the “transformation.” And when she is done working with you, she’s in her desired “after” state.
To unearth information about each stage of this journey, here are some questions you can ask your clients:
- Why were you stuck in this “before” state?
- What issues or problems were you experiencing?
- What was keeping you up at night?
- What motivated you to look for a transformation?
- How did you feel once you made this transformation?
Get powerful testimonials
Testimonials are the stories your clients tell, on your behalf, to explain how they were transformed by working with you – and the results they achieved.
That’s why it’s critical to always be collecting testimonials from your clients. Equally important, it’s important to guide your clients through the testimonial process so your client can write a testimonial that is a perfect representation of their journey with you.
Don’t simply ask your clients to provide a testimonial to you. You need to give the specific directions.
What I like to do is send a survey to my clients. I use similar questions to the ones posted above (feel free to benchmark!).
That way, all they have to do is answer the questions. Then, I finesse their answers into paragraphs. I post their testimonials and then send it to them, asking my clients to let me know if they have any changes.
This process makes it super easy for my client, and I always get outstanding testimonials that I can use in my marketing.
Once you have a testimonial written, be sure to post it on your website. I recommend having a testimonial or praise page on your site (check out mine and feel free to copy). Once it’s on your website, think about where else you can use it, such as on your Facebook page, flyers and webinar presentations.
The beauty of testimonials is that your client is telling the story about her results (not you), which makes it much more believable and real to your sales prospects. In fact, testimonials are the best way to explain the results your clients received from working with you!
Your assignment: Make a list of clients who you can ask for testimonials. Create a survey to help guide their answers, and reach out to each client. Remember, make it as easy as possible for your client!
Jill Celeste, MA is a bestselling author, marketing teacher and founder of the Celestial Marketing Academy. Jill teaches purpose-driven entrepreneurs everything they need to know about marketing so they can become the Directors of Marketing for their businesses.
Jill is the author of the Amazon Top 25 Bestselling Marketing Book, That First Client, as well as the co-author of the bestseller, Cultivating Joy, and international bestseller, Gratitude and Grace.
Jill graduated with a B.A. in English from Wesleyan College in Macon, Georgia. She obtained her master’s degree in history from the State University of Georgia in Carrollton. Prior to becoming a marketing coach, Jill worked for 14 years in the private sector, and has experience in marketing and public relations in healthcare, IT and small business.
Jill lives near Tampa, Florida, with her husband, two sons, three guinea pigs and a basset hound named Emma.