- “Awesome team. So easy to work with.” - “Love the product!” - “Highly recommend.”
Nice? Sure. But they don’t sell.
Because buyers aren’t looking for compliments. They’re looking for confidence.
They’re silently asking:
- Will this work for someone like me?
- Is it worth the price?
- What if it’s hard to use?
- What if I regret this?
If your testimonials don’t speak to those doubts, you’re leaving conversions on the table.
Here’s how I would fix it:
Stop only using feel-good quotes. Start flipping the format.
Step 1️⃣: Identify your buyer’s top objections. Step 2️⃣: Find real testimonials that crush those objections. Step 3️⃣: Pair them. Lead with the doubt. Follow with the proof.
You’re not bragging.You’re removing friction.
What it looks like:
Objection: "It’s too expensive."
Example Testimonial: “It paid for itself in 2 weeks. Easiest budget decision we made all year.”
Objection: "This won’t work in our industry."
Example Testimonial: “We’re in a niche B2B space. Still saw a 3x lift in demos.”
Objection: "Our team won’t use it."
Example Testimonial: “They dreaded another tool. Now they actually ask for it.”
When a customer sees their exact fear reflected back, and then sees someone just like them knock it down - that’s when trust kicks in.
Where I would use it:
Don't hide these testimonials on a reviews page.
Drop them in the moments of hesitation and decision-making.
- Next to pricing
- Below your demo form
- Inside nurture emails
- In your sales deck
- On a product page
On the landing page scroll drop-off spot. Put them right where the doubt creeps in.
Implement This Tactic This Week:
Pick your top 3 objections.
Dig through your reviews, calls, Slack messages, support threads.
Find the quote that answers the doubt better than you ever could.
Put it to work where it matters.
Because the best testimonial doesn’t say “I love this.”
It says “I was worried too. I did it anyway. And I’m glad I did.”
💍: What I bought my wife: Baskin-Robbins Mint Chocolate Chip Ice Cream Cake with Vanilla Cake and Vanilla Frosting. It's not her birthday lol. THIS WAS A HIT. And, I hate mint so it really was for her.
What your favorite event to watch on TV?
I want to know. Reply to this email.
Your friend,
Daniel
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