5 Game-Changing Testimonial Types to Build Trust and Boost Sales

If you’re not leveraging testimonials in your marketing, you’re leaving trust and credibility on the table. Testimonials aren’t just nice-to-haves—they’re powerful tools that can turn happy customers into your best advocates. But here’s the thing: not all testimonials are created equal.

In the latest Marketing Minute with Denise Fay podcast episode, Leveraging the Power of Testimonials, I share how testimonials can be a game-changer for your business. As the Marketing Minute podcast is quick tips for small wins with big impact, we only discussed three testimonial types. In this blog, we’ll explore five of the most impactful types of testimonials and how they can work for you.

And if you’re ready to go all in, grab The Ultimate Guide to Gathering and Promoting Game-Changing Testimonials from the Achieve Marketing store. For a small cost, you’ll get 10 testimonial types, email sequences to help you ask for them, and Canva templates to make them look amazing. Boom! Can’t do fairer than that!

Ready to start leveraging the power of testimonials? Let’s dive in!

1. Success Story Testimonials

Success story testimonials are the heart of social proof. They tell a compelling “before and after” story, showing how your product or service solved a problem and delivered results.

People connect with stories. Success stories help potential customers imagine their own transformation through your product or service. These are particuarly helpful if they are used by people who are relatable.

Example testimonial….
"Before switching to EcoHeat, my energy bills were sky-high. Now, not only are they cut in half, but my home stays warmer during winter. I’m thrilled with the results!"

Add in that it’s from Mary, who’s a pensioner and that becomes very relatable to everyone. If it’s good enough for a pensioner on a pension, then it’s good enough for someone who isn’t.

2. Industry Expert Testimonials

Nothing builds authority like an endorsement from an industry expert. These testimonials showcase the trust and validation your product or service has earned from professionals in the field.

They quickly establish credibility and appeal to customers who value expert opinions.

Example testimonial...
"As a nutritionist, I’m constantly looking for healthy snack options for my clients. NutriBites offers the perfect balance of taste, nutrition, and convenience. I recommend it to anyone serious about health."

Do we think that a nutritionist knows what they are talking about? Absolutely. So if it’s good enough for a nutritionist, it’s good enough for us. Add in that the nutritionist gave it to her children, then it’s even more win-win.

3. Video Testimonials

Video testimonials bring stories to life with emotion and authenticity. Seeing and hearing a happy customer adds an extra layer of trust that written testimonials can’t always achieve.

Video testimonials are engaging and highly shareable, making them perfect for social media and websites. They are one of the hardest to get as many people don’t like to go on video or aren’t ready. But when you can get them, get them.

Example testimonial:
"Hi, I’m Alex, and I’ve been using the ProDesk standing desk for a few months now. It’s transformed my workdays! My back pain is gone, and I feel so much more energised throughout the day. Seriously, it’s worth every penny!"

The simplicity of this is powerful...especially if Alex is standing at his desk with a big smile.

4. Value for Money Testimonials

These testimonials focus on the tangible and financial benefits of your product or service. They help address cost objections and reassure potential customers that your offering is worth every penny.

They emphasise return on investment, appealing to budget-conscious buyers and also those that may have a price objection. Remember in the absence of any other attribute, people will judge on price.

Example:
"For half the cost of the competitors, the XYZ Web Hosting service offers double the speed and reliability. I’ve saved hundreds while getting better performance!"

You can see that speed and reliability are two attributes here that are important when it comes to hosting, making cost less of an issue. However, if the cost is half than that of competitors, well then that’s a win.

5. Case Study Testimonials

Coming from a Tech marketing background, I think case studies and case study testimonials are great. Those case studies that dive deep into a customer’s journey, offering detailed, data-driven insights into how your product or service solved a challenge and delivered measurable results are really powerful.

They provide proof and detail, making them perfect for B2B and high-investment products.

Example testimonial...
"ABC Corp approached us struggling to manage multiple social media accounts. By using SocialEase Pro, they consolidated operations, scheduled posts effortlessly, and saw a 30% boost in engagement within three months. This case study demonstrates how streamlined tools make a significant difference."

This is a great snippet or summary of a casestudy. The next sentence should lead into more details on the casestudy, but can you see how those four lines details the problem, the solution and transformation?

Want the Full Blueprint?

If these five types of testimonials have sparked ideas for your business, imagine what you could do with 10! Head over to the Achieve Marketing store and grab The Ultimate Guide to Gathering and Promoting Game-Changing Testimonials.

For a very affordable amount, you’ll get:

• 10 testimonial types with two real-world examples and questions to asks your clients.

• An email sequence to make asking for testimonials effortless.

• Canva templates to showcase your testimonials beautifully.

  Click here to grab your copy now!

Testimonials are the foundation of earned media and a key part of building trust with your audience. By using a variety of testimonial types, you can connect with potential customers, showcase your value, and turn happy clients into loyal advocates.

Don’t forget to check out the Marketing Minute podcast episode, Leveraging the Power of Testimonials, for more tips. Then, take the next step with our testimonial blueprint and start collecting stories that sell!

And I’d love to hear from you. Contact me here and tell me about your experience with testimonials. Reach out if you need help getting testimonials for your business.