What’s working in messaging - with Jen Liddy

Hi Reader,

This email is part of my What’s Working Now email series, where I’m bringing in some of my internet friends to share their perspective on what smart service-based business owners are doing in their branding and marketing.

You can check out past emails here, or invite your friends to join the fun here.

This week we’re featuring Jen Liddy, a messaging strategist & diagnostic expert. When your genius is clear but your message isn't landing, that's when experienced experts call her. In about 30 minutes, you'll see what's not working, why, and know exactly what to do about it.

I’ve known Jen for a few years now and she is an incredibly supportive and incisive marketing partner to have in your corner. She’s so good at identifying the spots in your messaging that aren’t working and finding ways to fix it that feel doable and exciting.

“What’s working in messaging” is an incredibly broad topic and so for her contribution we decided to focus on one specific topic where small changes can have a huge impact: testimonials. Let’s dive in!

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When was the last time you bought anything online without scouring reviews or asking a friend?
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Can't remember? Me neither.

And while we know using testimonials in marketing is non-negotiable…

Not all testimonials are created equal.

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I audited the messaging on 30+ pieces this summer and found a sneaky pattern of weak, unclear, & fuzzy testimonials lurking on sales pages, websites, and even emails…

and they're costing us clients & sales.

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What's the problem with these testimonials?

And how do we get 'em to do the heavy lifting they're supposed to do for us?

Lemme unpack two patterns I saw holding buyers back:

1. Lookit the simple difference between these two reviews:

The blue one feels good but it doesn't tell the reader anything about Sara.

• What does she even do?
• Who does she help?
• What kind of results does she get?

The pink one gives the reader context & answers their silent questions:

• Do I need this?
• Could this person help me?
• Is this solution right for me?

We end up with the blue testimonials 'cuz our clients love us… but they don't know what to say to be helpful in a review!

These rah-rah testimonials keep our readers from buying - because they can't tell how - or if - we can help them.

*Below is a simple resource to help you get the pink kind without working harder.

2. Next up! A testimonial/messaging mismatch - used here with permission.

Kate's sales page wasn't getting clicks.

So I analyzed her testimonials and found that what her clients say they get from her program is very different from what the sales page promised.

Watch me unpack how she could use the testimonials better in < 30 seconds, 'cuz when you see it, you can't UNsee it…

And when you know, you can change it for yourself.

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To get you the goooood testimonials, I created this Get The Good Social Proof guide - (Good name, right?)

This simple 3-step system gives you the exact questions to ask your current & past clients to avoid the rah-rah testimonial problem!

Then weave 'em into your messaging across your brand - easy peasy 🍋 squeezy…

Because they'll show your future clients why you're the one to hire.

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Testimonials are worth your time to collect, but make sure they're doing the actual heavy lifting they're built for.

And Kristen, thanks for letting me crash your email party!

~Jen

Next steps / how to dive deeper: Grab a Second Opinion Call and use code Kristen to save $50

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Thank you so much to Jen for taking over the email this week! To connect with her and say thanks for contributing, you can visit her website or find her on LinkedIn and YouTube.

And that brings us to the end of our series! I’m excited to be BACK in your inbox next week :)

Until then, I’d love to hear what’s been working for you lately. What tips did you take away from this series that you’re excited to run with?

Have a great weekend!
Kristen

P.S. Want to revisit our other emails from the series? Get 'em here.