Patient testimonials are a brilliant way of demonstrating to potential customers that you are good at what you do. They provide something we marketers call Social Proof – and we all like proof of what we are reading, don’t we?
It’s simply not good enough to say you are the best dentist in town, or that your crowns are the best – you need to prove it, and the best way to do this is for a satisfied customer to prove it for you!
What I have laid out here is a summary of the questions I think you should ask your patients. Questions 1-3 are to do with ‘motivation’ if a potential customer can identify with the motivation for solving a dental problem they will feel more ‘in tune’ with the testimonial and it will be more powerful.
Questions 4 & 5 are to do with the ‘decision’ itself – we all use different strategies to make a decision, again this will help the reader to feel more at ease with the testimonial.
Question 6 & 8 are to provide comparisons between the emotional state before and after treatment – we make purchasing decisions based on emotion, then justify with logic – so eliciting some emotion in the testimonial will help the reader to make a decision.
Question 7 is to do with the treatment itself.
Question 9 latches on to the ‘post purchase’ feelings, people often have what we call ‘buyers remorse’ – with products one can take it back, but with services like dentistry one can not do that, so the purchase decision is much higher risk. If we can demonstrate that a previous patient had no remorse and could do more things afterwards it shows the reader that the decision to buy was a good one.
Question 10 Is a simple command telling the reader what to do – this ought to be a ‘call to action’ along the lines of “I would suggest anyone that feels like I did contact the practice straight away”
Here are the questions I suggest you ask your happy patient:
- What was your initial dental problem?
- What did this dental problem prevent you doing?
- What made you decide to do something about your dental problem? In other words, why do it now?
- How did you chose which dentist to go to? In other words, what selection criteria did you use?
- Why did you pick XYZ Dental Practice?
- How did you feel about your teeth before you went to XYZ Dental Practice?
- What treatment did you have done?
- How did you feel about your teeth after treatment?
- What have your new teeth allowed you to do now?
- What advice would you give other patients in a similar situation to you?
Using a structure like this will allow you to get better testimonials that are more useful to you and your business.
What would you add? Or indeed take away?