Great Customer Testimonials

My client recorded a great customer testimonial video at a recent industry conference.

During editing, a strategy question came up:

What's the most powerful part of a testimonial?

•How much the client loves the product?

•Problems the product solves?

•Where and how they use the product?

The answer?

None of the above.

The most powerful part of a testimonial is the customer's transformation.

In marketing, we call this the "From/To's."

Here are some examples of From/To's:

✅ We went from having boring, ineffective training that nobody liked to a fully trained team bursting with confidence.

✅ We went from having upset customers to customers who finally trusted us again.

✅ I went from barely managing all the chaos to having clarity and certainty. In fact, the transformation is what your future customers are buying.