Last modified: December 29, 2016
I’m a firm believer in testimonials; when done right, they are a pretty powerful business tool.
Nowadays, you can’t browse a company website or blogger’s about page without seeing positive reviews surrounded by quotation marks somewhere.
Why is everybody doing this? Because it works. There is something about hearing other people’s experience that triggers a certain trust in us, a believe that this product or service is worth buying.
A positive testimonial is more powerful than any marketing tactic can ever be.
This is why I consider testimonials the very first step in increasing your perceived value, and therefore increasing your prices and getting more clients. It’s that powerful.
As a photographer, you have the advantage of making deep personal connections during your work. People probably already gave you great feedback, the only thing you have to do now is ask them for a testimonial and get their permission to publish their feedback.
While this may sound easy, some people may find it difficult to bluntly ask their past clients to write a testimonial for them. It may seem like a lot of trouble to go through, and perhaps even a selfish act. In this blog post, I’m offering you a fairly simple solution to that.
Ask your past customers three simple questions, and write the testimonial for them
I told you it was simple! If a past client had an amazing experience during a photo shoot and really connected with you, they will be more than willing to answer a couple of questions for the sake of writing a testimonial for your site.
The funny thing is, people really don’t mind if you write the testimonial for them, based on their answers. They probably love how you make them look smart, and how you are better at formulating what they thought than they ever could have done.
Writing testimonials that attract new clients
One thing you should consider, though, is that there are different kind of testimonials out there, and not all of them will actually get you new clients.
If you simply publish a testimonial that explains how amazing you are as a person and a photographer, this will only make people understand how great you are, but will not trigger a desire that will make them book a session with you.
For testimonials to get you new clients, they have to be benefit oriented.
When asking your past clients questions about their experience with you, make sure you make it all about the benefits they got from working with you.
Did they feel a deep connection with their kids while they were spending the afternoon with you, posing for some great family shots?
Were they blown away by how you brought out the best in them, and made them look good in their wedding photos?
If your testimonials are formulated around benefits, you instantly make prospective clients think how that experience would be like for them. Maybe they want to have a great afternoon with their kids, maybe they feel like somebody should loosen them up and bring out the best in them in a photo session.
That’s what triggers a purchase: people want something they don’t currently have.
Examples of benefit oriented questions
You’d want to adjust the types of questions to your specific type of business, but here are some general examples of question you could be asking to get benefit oriented answers. Keep in mind you only need a couple of them to write a nice and short testimonial for your photography business. Pick three and go with that.
- How did you feel before the photo session started? What were your expectations?
- Were your expectations met?
- How did you feel during the photo session?
- What did you gain from doing the session? (This could be something tangible like a great print but could also be about the experience itself)
- What was your favorite moment of the day?
- Would you recommend me to others? If so, what in particular do you think others would enjoy as well?