We Covered

• The big picture and 7 red bags that illustrate the context around testimonials in buying decisions (01:24)
• Bag 1: The problem, why the problem is important to address, and why it’s not a negative thing (07:06)
• Bag 2: The solution, and how the solution is the mirror image of the problem (12:25)
• Bags 3 & 4: Target profile & objections (13:57)
• Bag 5: Reverse testimonials, and the critical role they play in buyer psychology (17:11)
• The six questions to ask your customers to elicit the information you need to construct a reverse testimonial (31:31)
• The high-level process to construct a reverse testimonial (42:19)
• Final questions (45:44)

In a Nutshell

1. Reverse testimonials provide the before & after picture necessary to squash objections
2. To construct them, record individual video conversations with your customers on video, transcribe the recording, and edit the transcription into testimonials of various sizes, following a before & after structure with a supporting narrative. See this article for step-by-step detail on how to follow this process and construct reverse testimonials.
   
   

How to Get in Touch

• Sean D’Souza
  • Podcast
  • PsychoTactics.com
• Jonathan (host)
  • LinkedIn
  • Twitter
  • Website

Resources Mentioned

• The Brain Audit