Leveraging Testimonials in Consulting

Most brands create case studies. Few make them compelling enough to drive real conversions. Anthropic, the AI company behind Claude, gets 60K+ organic visitors per month— Not by shouting about AI, but by structuring customer stories the right way. And optimizing content for real user problems. Here’s how Anthropic nails customer success stories: 1. The “Before” struggle: → They don’t just say, “Our client needed automation.” Instead, they paint a relatable picture: → “The legal team spent 15+ hours a week manually summarizing contracts, leading to delays and backlogs.” 2. The Claude factor: → They don’t just say, “Claude improved efficiency.” They highlight exactly how: → “With Claude, contract review time dropped from 15 hours to 3.” 3. The Aftermath & Impact: → They close the loop by showing the tangible business outcome: → “This time savings led to 25% faster deal closures, allowing the team to onboard more clients without hiring.” But Anthropic goes beyond storytelling too. Here’s their growth playbook: a. SEO without the jargon: → Instead of chasing broad AI keywords, they optimize for specific user searches, like “AI for contract analysis.” b. Educate first, sell later: → Their blog isn’t just about Claude; it answers pain points. → e.g., “How secure is AI in legal workflows?” → Thus, positioning them as trusted advisors rather than just another AI vendor. Now, here’s how you can apply this to your strategy: 1. Make customer success stories feel real: → Frame them as a journey (Problem → Solution → Impact). 2. Use specific numbers: → How much time, money, or effort was saved? 3. Optimize content for actual searches: → Not just generic industry buzzwords. A great case study isn’t about you— it’s about how your product makes life better for them. What’s the best customer story you’ve read recently? Comment them below.

Stop hiding your success stories! The online space is busy so it can be hard for your businesses to stand out from the crowd.  Too many businesses like yours get amazing client feedback… and then do nothing with it. If your testimonials are sitting in an email thread or buried on your website, you’re missing a huge opportunity to build credibility and attract more clients. Here are three simple ways to make the most of your client success stories: 👉 Turn testimonials into engaging posts Instead of just posting a quote, add context. What problem did your client face? How did your work help? A short before-and-after story makes the testimonial far more powerful. 👉 Show, don’t just tell Go beyond text, use video clips, carousels, or side-by-side comparisons to make your results more tangible. Screenshots of growth metrics or direct client messages all help to add authenticity. 👉 Pin your best wins Make sure your strongest testimonials are visible, use them in the featured section on your LinkedIn profile or pin them at the top of your page. Visibility builds trust. The bottom line? If you don’t share your wins, you could be missing out on your future clients because they won’t be able to see and know what’s possible. Don’t be your own best-kept secret, share more of your social proof! 🙌 Are you actively using client feedback in your LinkedIn content and marketing or do you need to share more of this? 

Here’s my step-by-step process for turning customer stories into a growth engine. If you’re trying to build a customer marketing function that goes beyond feel-good story telling and actually drives revenue, here’s what’s worked for me so far: Step 1: Build relationships before requests. Every strong story starts with trust. Before I ask a customer for a testimonial, I try to understand their experience—how long they’ve been with us, what results they’ve seen, and what “success” means to them. I usually work with the CSM who knows them best. A warm handoff makes all the difference. Customers can tell when you’re collecting stories just for your KPIs versus when you genuinely care about their journey. That difference shows up in how openly they share. Step 2: Treat interviews like conversations, not scripts. I always come prepared, but I don’t stick to a rigid list of questions. It makes the conversation too mechanical. My focus is to make the customer feel seen. When they feel relaxed, they open up—and that’s where the most authentic insights come out. I listen for emotion, language patterns, and specific details that make their story real. Those unscripted moments often become the most powerful lines in the final draft. Step 3: Build internal systems that protect your sanity. Customer marketing is a cross-functional job. You’re constantly coordinating with Sales, CSM, Design, Product Marketing, and Legal—all at once. To manage it, I document everything. Approval steps, design requests, interview statuses, publishing timelines. It sounds basic, but it’s the only way to stay sane. I maintain a shared tracker where everyone can see what stage each story is in. It saves hours of back-and-forth and helps me focus on actual storytelling instead of follow-ups. Step 4: Always close the loop internally. Once a case study or customer story goes live, I don’t just publish and move on. I make sure Sales knows where to find it, CSMs can share it with their accounts, and leadership sees how it’s performing. Sometimes that means tagging people in Slack, sometimes it’s a short recap deck. The point is to make sure the story doesn’t die after launch. When people see the impact—on pipeline, retention, or credibility—they start rooting for your function. That’s how you turn customer marketing into something the whole org values. Each of these steps helped me build a customer marketing program that feels collaborative, strategic, and human, all without burning out or overcomplicating it.

After working with 100+ early-stage SaaS companies I've seen how testimonials really drive inbound. One of my portfolio company nailed a 110% CTR on LinkedIn InMail with a testimonial ad. Why? Because people trust real stories. In a sea of generic product ads, a solid testimonial stands out and builds instant credibility. Get your customers talking. Encourage reviews, and if it fits your vibe, offer small incentives. It’s simple: happy customers share, and their stories convert. But keep it real. Paid review services with cookie-cutter testimonials? Don’t even go there. They’re obvious, they destroy trust, and they’ll hurt your brand. Genuine feedback wins every time. Use it, amplify it, and let your customers tell the story for you.

After collecting 300+ client testimonials and case studies. Here’s the one question you should never skip (that most business owners are too afraid to ask). "Before you started working with us, what was the thing that you hesitated on before diving all in?" Simple but powerful for two reasons. 1) It can reveal hidden objections your current potential clients are likely wrestling with right now. 2) It shows potential clients that others had the same fears as them - and yet still succeeded. Think about it: 1. Your current clients had the same doubts 2. They took action to work with you despite those doubts 3. They got results When you ask this question, you're not just collecting a strong testimonial. You're gathering insights about: • What almost stopped them • How they pushed through • Why they hesitated This is pure marketing gold. because rather than guessing what's holding people back and making false assumptions that can make you second guess things and take you down the complete wrong direction in your business. The best part? Not only will you have instant LinkedIn content topic ideas. You'll have the exact language to use. So you can talk about it in a way that already resonates with your most premium ideal clients. and these testimonials when used in the right way help you obliterate objections in your sales process before they even happen. Don't just ask "How was your experience?" Go deeper. Get specific. Ask what you're afraid to ask and uncover your real marketing gold. P.S. What's another question that you always ask your clients when collecting testimonials?

>>> What if your next deal came from someone reading your LinkedIn profile, without ever clicking away? Yesterday, we wrapped up Referable Profile Sprint, and one insight kept coming up: We obsess over headlines and banners, but neglect our most powerful asset: client references. Don’t assume prospects will leave LinkedIn to hunt down testimonials on your website. Show the proof where they’re already looking. 🟦 How to write killer references 🟦 Sometimes your clients are so busy they’ll ask you to draft the testimonial. I recommend two approaches: →𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲𝗱 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝗻𝗮𝗶𝗿𝗲 Send 5–7 targeted questions by email: “What was your biggest challenge?”, “What results did you see?”, “What doubts did you have before we started?” Ask them to answer in a few bullet points—then polish into a tight quote. →𝟭𝟱-𝗺𝗶𝗻𝘂𝘁𝗲 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗰𝗮𝗹𝗹 Jump on Zoom/Teams with your client. Guide them through the same questions live, capture their words verbatim, and instantly craft the testimonial together. 🟦 What your references must address 🟦 Prospects want two things: → HOPE - tangible results “After upgrading my LinkedIn presence before attending a major industry event in Q4, I closed two deals in Q1 worth €20 K. Connecting with potential clients on LinkedIn was enough. Jasna took me from 0 to 1 with my personal and company profile and coached me on prospecting from my network. I wish I’d turned my profile into a sales page sooner.” → FEAR - overcoming doubts “My priority is finding new clients, and it always felt like trial and error. Before attending my first big trade show, I never imagined I could prospect so effectively on LinkedIn. Jasna took me from uncertainty to a clear process for reaching out, and the results speak for themselves.” 🟦 Where to publish your references  🟦 → 𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻𝘀 under each relevant 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 entry → 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝗱 section: pin 3–5 top quotes, PDFs, or short videos → 𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗣𝗮𝗴𝗲 reviews (with star ratings) if you offer services → 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 testimonial slider or case-study pages → 𝗣𝗿𝗼𝗽𝗼𝘀𝗮𝗹𝘀 and pitch decks: insert one-sentence highlights on each cover slide → 𝗘𝗺𝗮𝗶𝗹 𝘀𝗶𝗴𝗻𝗮𝘁𝘂𝗿𝗲: “See what clients say ⟶ [link to Featured testimonial]” 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲: When you collect, craft, and showcase references directly on LinkedIn, you turn your profile into a self-running lead generator. No more “tell me about your work” - your clients’ voices do the selling for you. What’s your biggest hurdle in gathering testimonials? Let me know in the comments—or DM me, and I’ll share my free reference-request template.

You Don’t Need Better Testimonials —  You Need Better Storytelling Your Testimonials Are Dying in Your Docs Most businesses are sitting on a goldmine of social proof. (And letting it rot) Here's the truth no one's telling you: Raw testimonials don't sell. Stories do. Here's how to transform dead feedback into living proof: 1. Find the Tension First → What kept your client awake at night? → Which "solutions" had already failed? → What made them finally reach out? 2. Build the Stakes → What would happen if nothing changed? → Which obstacles almost stopped them? → What convinced them to trust you? 3. Show the Transformation → What specific results emerged? → Which surprise benefits appeared? → How does their world look different now? Example: Before: "Great service, helped us grow our sales!" After: "We were burning through $40K/month on ads that didn't convert. Two agencies had failed us. Within 8 weeks of implementing the new framework, our cost per lead dropped 65% and our team stopped working weekends." See the difference? One is forgettable. The other makes prospects reach for their wallet. Your testimonials are story gold. Stop letting them gather dust. ♻️ Share if this shifted your thinking 🔔 Follow Mike Hays for more modern marketing psychology

Your Impact Report is Probably Boring (And It's Costing You Donors) One approach puts donors to sleep. The other opens wallets. Which are you choosing? Effective storytelling in impact reports is key. Here's how to do it: Start with a Hook: Before: "We provided 10,000 meals last year." After: "Maria turned our food bank into a stepping stone for her family's future.” Use the "Before and After" Technique: Before: "Our job training program had a 75% success rate." After: "John went from homeless to homeowner in 18 months. Here's how our program made it possible..." Incorporate Sensory Details: Before: "We built a new playground." After: "Where there was once an empty lot, kids now laugh and play. The bright red slides and yellow swings have brought new life to the neighborhood. Parents chat on nearby benches, watching their children make new friends and create lasting memories.” Showcase Donor Impact: Before: "Your donations helped us achieve our goals." After: "Because of supporters like you, Sarah received the life-saving surgery she needed. Here's a letter from her family..." Use Data Visualization: Before: "We increased literacy rates by 40%." After: [Include an infographic showing a child's journey from struggling reader to honor roll student, with key stats along the way] End with a Clear Call-to-Action: Before: "Please consider donating." After: "For just $50, you can provide a month of tutoring for a child like Tommy." How to implement this: ☑️Identify your most compelling success stories ☑️ Gather quotes and personal anecdotes from beneficiaries ☑️Collect before-and-after photos or data points ☑️ Craft your narratives using the techniques above ☑️ Test different versions with a small group of donors ☑️ Refine based on feedback and roll out your new, story-driven impact report

Your customer stories build trust and ultimately boost conversions. But if they’re buried on your blog, they can’t do their job. Your target audience needs to read (or watch) them to see firsthand how your product: ✅ Solves real world problems they’re already facing ✅ Helps them achieve their goals So why aren’t more content teams promoting them online? Because there’s a silent fear: 👉 “If we repurpose customer stories too much, won’t it feel salesy?” But here’s the thing: sharing real customer success isn’t selling—it’s helping. People don’t just want to know what your product does. They want to know: ✅ Has this worked for someone like me? ✅ What challenges did they face before using it? ✅ What results did they get? That’s not a sales pitch—it’s proof that your product delivers on its promise. Hitting ‘publish’ isn’t the finish line—it’s just the beginning. You’re leaving money on the table—and wasting the budget you spent creating them—if you’re only using these case studies as blog posts and nothing else. Instead of letting them sit there, repurpose them into native formats for social media and community channels your audience already spends time on. Then build them into your content calendar alongside educational content so they feel natural. Here are some ways to repurpose your case studies without sounding salesy: 1️⃣ Share bite-sized takeaways from customer wins in a text-based LinkedIn post. 2️⃣ Break down the challenge, solution, and results into a carousel on LinkedIn or Instagram. 3️⃣ Feature them in your newsletter with a clear before-and-after transformation to inspire your subscribers. 4️⃣ Add them as real-world examples in long-form content like blog posts and YouTube videos. 5️⃣ Create a short video clip from the customer interview (if available) and share it on LinkedIn and Instagram. 6️⃣ Repackage as a ‘Lessons Learned’ X thread to showcase your process and the client’s results 7️⃣ Answer community questions about problems your case study addresses with a helpful summary and a link to the full story. 8️⃣ Add them to your presentation slides for webinars and industry events. 9️⃣ Host a fireside chat or webinar with the customer to discuss their experience firsthand. Your case studies deserve better than gathering dust on your blog—especially after all the time, effort, and budget you’ve invested in creating them. Start small: Pick two channels where your audience spends time and begin repurposing there. Then build them into your content calendar alongside educational content you already share, so it all feels natural. 👉 Which of these repurposing ideas are you already using—and which one will you test next? —- Hi 👋 I’m Jessica, a bottom-of-funnel content specialist for B2B SaaS brands like Contentsquare and Softr. I share tips on creating and repurposing BOFU content to build trust and drive user signups, plus remote work and career advice for entry-level marketers.

Last week, a mentee asked me: "How do I get testimonials when I'm just starting and have no clients?" I smiled because 4 years ago... I was asking the same question. No testimonials. No social proof. No track record. Just me, my skills, and a dream. But here's what most people don't tell you: Everyone starts from zero. Here's how to fix it: 1️⃣ START WITH FREE WORK I know, I know... You want to make money. But think strategically. - Pick 3-5 people who fit your ideal client profile - Offer them your service for free - In exchange for detailed feedback But here's the key: Don't pick random people. Pick people with influence in your target market. Don't offer it to them as FREE. Most influencial people don't like FREE stuff... But they can't resist a gift. 2️⃣ DOCUMENT EVERYTHING Most beginners make this mistake: They do the work but forget to track results. Before you start: - Take screenshots - Record metrics - Note starting points After completion: - Show the transformation - Highlight specific wins - Get and show numbers where possible 3️⃣ ASK THE RIGHT QUESTIONS Don't just say "how was it?" Ask questions that pull out powerful stories: "What was your biggest challenge before we worked together?" "What specific results did you see?" "What would you tell someone considering this service?" 4️⃣ LEVERAGE SMALL WINS You don't need massive results to start. Even small victories count: - A client losing 2kg - A student learning one new skill - A business saving 2 hours per week Real results > Perfect results 5️⃣ CREATE A SYSTEM Make collecting testimonials automatic: - Send feedback forms after delivery - Follow up 2 weeks later - Check in after 30 days Because sometimes the best testimonials come after they've had time to see results. HERE'S WHAT HAPPENED TO ME: Started with 7 free clients. Delivered massive value. Got detailed testimonials. Those 3 testimonials? They helped me land my first 5 paying clients. Those 5 clients? They helped me build a 6-figure business in weeks not months. The truth is: Everyone wants proof before they pay. But someone has to be first. Be strategic about who that first person is, and you can turn one testimonial into a lifetime of social proof. Drop a comment and repost if you found some light in this. ~ 𝙑.𝙊.𝙑