Chapter 4: Visualizing the Testimonial from Survey Answers The answers to these survey questions have all the elements required to build a powerful testimonial. All you need to do is to compile the answers into a more readable form using your clients’ words. Once you’ve crafted a testimonial, you’ll eventually need to: ● Get the client to approve the compiled version of their own words. ● Ask them to "copy and paste” the completed testimonial into whichever review site you prefer (i.e. Zillow, Google, etc). ● Ask permission to post the testimonial on your website and use it in other marketing material. ● Once the testimonial is completed and approved, you can send the client a gift based on what you know about them, along with a request for referrals — either written or verbal. What’s a Reverse Testimonial and Why is it Useful? As I mentioned earlier, the questions in this survey create a powerful reverse testimonial. Here’s why: 1. When a testimonial starts off with the praise and continues with the praise of a product/service and ends with more praise, it makes the testimonial seem "too sweet" and therefore unbelievable. 2. A reverse testimonial, on the other hand, starts off with skepticism first (survey question #3). It describes the fear or uncertainty racing through the customer’s mind at the point of selecting an agent. Then, it describes how that doubt and skepticism was overcome. 3. A reverse testimonial works because it's how people naturally speak to each other. When we recommend a restaurant, or a movie to a friend, we usually lace our recommendation with doubt. Here’s an example: “You know that hole-in-the-wall restaurant on Fifth Street where you don't ever feel like going inside? Well, I discovered they’ve got the most amazing food.”
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