Story of the Week
The best kind of testimonial is an authentic one, rooted in transformation — what I like to call a "Transformonial."
A transformonial isn't just a pat on the back; it's a powerful narrative that captures the journey from 'before' to 'after.' This can be literal, like a before-and-after photo, which works especially well in niches like fitness, gardening, or photography, where visual evidence is compelling.
However, ultimately it's about illustrating the emotional or functional change someone experienced through your product or service.
To craft a strong transformonial, you’ll want to guide your clients to share specific details about their journey:
- Capture the Starting Point: Ask them to describe what their life or situation was like before they encountered your offering. What challenges were they facing? What were their pain points?
- Highlight the Transformation: Have them focus on the change. What specific improvements did they see? How did your product or service impact their life or business?
- Showcase the Result: Encourage them to articulate where they are now compared to where they started. What measurable outcomes can they point to? How do they feel now?
Once you’ve gathered these transformonials, display them prominently on your website or landing page. Here are a few tips:
- Visual Storytelling: If you have visual evidence, such as before-and-after photos, ensure these are front and center. Pair them with the client’s narrative for maximum impact.
- Highlight Key Quotes: Pull out the most powerful statements from the transformonials and use them as headers or callouts on your page to draw attention.
- Organize by Outcomes: If possible, categorize transformonials based on the specific outcomes they highlight. This makes it easier for potential customers to find stories that resonate with their own situations.
One thing I love to do is invite my students onto the podcast to share their transformation stories in full depth, such as in Episode 275, which featured three students from our podcasting course. By focusing on their transformations, the podcast course was naturally and organically discussed with high regard.
Fun fact: this single podcast episode accounted for over $150,000 in sales during our launch week when the course first came out, and a number of subscribers specifically mentioned the podcast as the main reason they were convinced to join.
The truth is, you could hire the best copywriters in the world, but no copywriter can compete with the true transformational story of someone you’ve helped.
By focusing on transformonials, you’re not just showing that your product works — you’re proving it through the real-life stories of those who have experienced genuine change. This approach not only builds trust but also connects with your audience on a deeper, more emotional level, driving conversions and loyalty.
Before I leave you, here are some actionable items related to this:
How to Prompt Transformonials: The Right Questions to Ask
To help your students or customers craft impactful transformonials, you need to guide them with the right questions. Here are 2-3 specific prompts you can use:
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"What specific problem or challenge were you facing before using our product/service, and how did it impact your life or business?"
- This question encourages them to articulate their "before" state clearly, setting the stage for the transformation.
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"Can you describe a moment when you realized our product/service was making a difference? What changes did you start to notice?"
- This helps them pinpoint the turning point, emphasizing the effectiveness of your offering.
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"How has your life or business improved since you started using our product/service? What are the most significant outcomes or benefits you've experienced?"
- This prompts them to focus on the results and the tangible benefits they've gained, which are the core of a powerful transformonial.
What to Do If You Don’t Have Transformonials Yet
If you're just starting out and don't have any students or customers to provide transformonials, don't worry — there's a straightforward solution: go out and create a result for someone.
This could involve offering your product or service to someone in exchange for feedback or working with a friend, family member, or early adopter at a discounted rate or for free. The goal is not just to gather that first transformonial but also to unlock the confidence you need to sell successfully.
By getting that first result, you're not only proving the value of what you offer but also building the belief in yourself that you can create real change for others. And that belief is contagious — it's what will drive your success as you grow.
Now, go out there and get those transformonials!
