Title - Show the before and after in testimonials Tags - testimonials
Most testimonials are one-sided. They give the good but omit the bad. That makes them hard to believe. It also means they are ineffective at overcoming objections.
A better way to structure testimonials is to give the complete story. Make it like a before-and-after story or photo. Share the before first, the after second.
‘Before’ tells the reader what fears, uncertainties, doubts, skepticism the person had. ‘After’ tells the reader what the person found as a result of using your product or service.
[#dsouza2009brainaudit]: Sean D’Souza (2009): The Brain Audit: Why Customers Buy (And Why They Don’t), Psychotactics Ltd.