Updated: Apr 12
Maintaining a positive outlook as a social marketer can be incredibly challenging when your social media execution for your business seems to be missing the mark. It can even take a toll on your mental wellness if doubt in yourself and your abilities rise up in the silence. You have spent hours crafting enviable content or graphics, benefit lists that read like a package insert, danced for the views, been witty and endearing, yet your follower count remains stagnant, likes, and follows are far and few between, and engagement feels nonexistent. It is natural to feel disheartened and wonder if anyone even likes or values what you are doing – to even wonder if social marketing is right for you. The emotional roller coaster can make it tempting to hide in the shadows and avoid promoting you or your company altogether. (I might have just shared part of my own life story there and why I feel compelled to share what I have learned.)
Living out loud and breaking free from this tired cycle might be easier than you think, but it is going to take thoughtful and careful work. Let's talk about the power of storytelling and testimonials -- a game-changing tool to transform your online presence, influence, and breathe new life into your marketing strategy.
Stories and testimonials that attract and convert can have a significant impact on your business and your motivation to keep showing up every day in your social marketing business. It is much more fun to interact and try to grow your influence daily when people are relating to and with you.
The saying, "Facts Tell, Stories Sell" emphasizes the power and effectiveness of storytelling in social marketing as a tool to draw people to you from wherever you are and wherever they are. Stories pull people together, attract, create engagement, and lead to business growth. Facts, charts, studies, and bullet points become valuable once someone is emotionally engaged and interested in experiencing what you have benefitted from and recommend.
How do you craft a testimonial or story on social marketing that attracts and converts? Your goal is to appeal to emotions, to be relatable, be memorable, be easy to understand, foster trust, be something that people want to retell, is engaging, and highlights benefits (without a chart). How do you do that in short increments of time that grow into trust, relationships, and create a bond between you and your audience?
Try these ten tips to help you craft a compelling testimonial or story about your product or service and build the influence and sales you want
1. Begin with a relatable problem or pain point.
Describe a struggle or issue you faced that will resonate with your followers or the audience you want to attract. What led you to try the product or service?
2. Tell a story!
Rather than leading with a list of facts, a picture of the product, or a list of benefits, narrate your experience in an engaging way. This will keep your audience hooked and help them empathize with your story -- they may see themselves in it.
"Be specific about when, where, and why you started using the product."
3. Share specific details.
You will be more credible and relatable if you are willing to be vulnerable and transparent. Precisely share the details about when, where, and why you were looking for a solution to your problem or pain point.
4. Discuss tangible improvements.
Clearly explain the tangible improvements you experienced when using a product. Describe how it was effective in your life, whether it was physical, mental, or emotional.
5. Connect emotionally.
Use emotive language and expressions to convey the emotions you felt during your journey. This will help others connect with you on a deeper level.
"How has your pain point or problem changed?"
6. Highlight the difference.
Emphasize the contrast between your life before and after using the product or service. Share how it has positively impacted you.
7. Be genuine and honest.
Be truthful about your experience and avoid exaggerating details. Your authenticity will make your testimony more believable and valuable.
8. Provide credibility.
If possible, provide access to any evidence that supports your testimony, such as before and after photos, data or reports. This will help reinforce your experience. (Notice this is #8 -- not #1.)
9. Use simple and clear language.
Avoid jargon and technical terms that may confuse your audience. Instead, use simple, clear language to easily explain your experience and the product's benefits.
10. End with a call-to-action.
Wrap up your testimony by encouraging your audience to try the product for themselves, to learn more about it, or how they identify with where you started. This will help turn your story into a persuasive and actionable message.
Go forth and stand out!
In a world full of affiliate and social marketers, your personal story or testimony will catch more attention, make a lasting impression, and create more trust in you and your business than leading with an infomercial or announcement for your latest sale -- on products they don't identify with. Encourage likes, comments, and shares from your audience to encourage a sense of community and expand your reach.
I would love to hear your story or testimonial. Send it to me -- I'll be your practice partner.
Nelea R. Lane, CMWC The Happy Juice Chick
Founder Legacy Wellness Entrepreneurs