Hey there, it’s Isaac from Leads to Earnings. Welcome to the newsletter.

(est. 3 minute read)

Today I will be going over:

• 3 Principles to make testimonials that convert

• The golden rule of outreach

• I will also share a few cold email links and tips.

Hopefully you enjoy it.

Actionable Cold Email Tip

Customer testimonials are the single most powerful trust building mechanisms. That is…. if you do them right.

Most people suck at making testimonials because they assume, hey a customer is willing to say something nice about us. Everyone will believe them.

The thing is, trust is at an all time low. Many people fabricate or vastly overestimate their results. That is no bueno and way worse than having no testimonial at all.

I’ve been reviewing my client’s testimonials to see what works, what doesn’t and wanted to share some findings.

So… here are 3 principles to create a testimonial that actually converts.

1. The gold standard format is a live customer testimonial interview. The second best is a selfie video testimonial. These formats work because the client’s words are their own. Not a reproduction or a summary. First person accounts are infinitely more trust building than a written quote. This is similar to user generated reviews on product pages and live testimonials on infomercials. They’re popular because they work. Don’t reinvent the wheel.

2. Capture their before and after. In other words, what was their situation before you started, what did you do to help them and what was the quantifiable end result. Recall, your 5th grade English teacher’s lesson: “show, don’t tell” and get them to be descriptive. Ask for details. What about their situation was painful? Why was it their worst moment? And how did their life change after working with you? The more descriptive their situation, the more visceral the feeling they share, the more likely your audience will feel it and believe it.

3. Distribute, distribute, distribute. Plaster this social proof everywhere online. Put it on your landing page. Post it on your socials. Then do it again. Repost. Add a new hook and share it again. People need to be reminded over and over again to take action. We all know Coca-Cola exists, but they still plaster their ads on billboards, bus stops, every convenience store everywhere. They know they have a globally recognized brand, but that doesn’t stop them from reminding us at every opportunity. Take control of your market share and share your best client results as freely and as often as you’d like.

So next time your client gets a great result. Don’t just pat yourself on the back. Reach out and ask them for a review. Use the testimonial to build goodwill with your audience and future customer base.

Your future customers will thank you for sharing the good word.

Proof over promise,

Isaac

Useful Bits

• Tweet of the Day: (link)

• Quote of the week: "Rarely are opportunities presented to you in a perfect way. In a nice little box with a yellow bow on top. 'Here, open it, it's perfect. You'll love it.' Opportunities—the good ones—are messy, confusing and hard to recognize. They're risky. They challenge you." — Susan Wojcicki

• Quick bite-sized pointer: The golden rule of outreach: Always operate under the premise that there’s a human at the other end of your outreach. Re-read your message out loud. If it sounds automated, robotic or like AI, then re-write until it sounds like you’re speaking to another human.

How I Can Help You

If you like this newsletter and want to work with me, there are a few ways we can do so:

1. I have a ton of free content that will help you get more clients on my YouTube channel. I post insights from operating high converting cold email campaigns for dozens of B2B companies that have added hundreds of thousands in recurring revenue.

2. If you are looking to improve your cold outbound skills but don’t want to hire anyone, I have a free 71-page course that teaches everything you need to know about cold email.

3. If you want a custom cold email campaign specifically designed for your business & ideal target audience, I have a few slots available to show you how it works. Book in here and on the call I will deliver a full 5-angle cold email campaign for you to use to bring on more high paying clients.

4. If you’d like to hear about how I can help you and your company grow, you can book a call with me here. I might be able to help you grow faster, or I might be able to refer you to someone who can.

Share this with 3 people and get a free training showing you how to convert more cold prospects into warm leads with cold email.

I hope you enjoyed this brief email.

Talk later,

Isaac