Whether you are selling face to face or writing a marketing piece, most experts agree that using and including stories is an extremely effective way of getting your point across. This is equally true in testimonials.
Too many testimonials simply fail to tell a before and after story. In other words, the testimonials talk only about the success – the finished product. Sure, that’s nice to hear and it’s important, but it’s not nearly as strong as framing that success by comparing it to the before.
For example, “Before we started working with XYZ Company, we our computer network was down several times a month, and always at the most critical times of the month. We talked to lots of companies. Many tried to help. But none seemed to work it out.” Pretty compelling story, I’d say. It graphically paints the before story.
