We all know what testimonials are but let me really specific here.
According to Merriam-Webster, here is what testimony is defined as:
a)solemn declaration usually made orally by a witness under oath…
b)firsthand authentication of a fact
So a customer testimonial is an oath driven factual statement about a company’s service or product.
I love what the group StrategicFactory said about it on their blog stating
“Consumers naturally trust each other more than they trust just marketing collateral, so that testimonial adds more weight to the decision they're trying to make.”

Here are some additional statistics as if you didn’t need more convincing:
•92% of consumers read online reviews and testimonials when considering a purchase. According to Vendasta
•95% of people say that reviews – whether positive, or negative – influence their purchasing decisions. Study conducted by Wyzowl
•90% of buyers who read positive customer success content claimed that it influenced their purchasing decisions. Study from Dimensional Research
•Customer testimonials have the highest effectiveness rating for content marketing at 89% research from Social Fresh
•47% of people say testimonial videos are effective because they help visualise how a product or service actually works another study from Wyzowl
So if we know testimonials are so powerful, we do so many companies struggle to get them? We see certain companies doing really well, they flood TrustPilot and Google Reviews all the time, whereas others, especially smaller groups, startups, solopreneurs, coaches, really miss the mark here.
Simply put, two reasons:
First, you don’t have a process in place to ask for them.
Second, you don’t have know how to use them once you get them.

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Don Markland is the CEO and owner of Accountability Now™, an Executive Coaching and Business Strategy company out of Jacksonville, Florida. As a Forbes.com contributor for Entrepreneurship, Leadership, and Sales, he has over 20 years of experience in the world of sales, marketing, leadership and business growth.

Currently, he is leading the sales efforts for one of the most successful digital marketing agencies in the US, 411Locals. In addition to building businesses with clients, he was the Chief Revenue Officer for MoneySolver™, a private equity financial services company, where he lead the nationally recognized company of over 350 employees. As CRO, Don has spearheaded the radical growth of MoneySolver™ where they have become the nationally recognized and largest Tax Resolution digital marketing financial services company in the U.S.

Prior to MoneySolver™, Don spent time as a Global Customer Care Executive for working with Amazon in Jamaica and Guatemala. He has also managed $100M Care Centers for State Farm Insurance, All State, and Geico.

Don spent time in the startup world as an Owner and Chief Operating Officer for Launch Leads, a marketing startup in Salt Lake City, Utah where he helped them achieve record performance in both client and revenue growth and was named to Utah Business Magazine’s Top 40 under 40 for leading businesses executives in the entire state. Prior to Launch Leads, Don spent the previous 12 years with Focus Services, helping them grow from $7M to over $45M, and into four different countries, in under five years.

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