Questions below. From the outstanding The Brain Audit: Why Customers Buy (And Why They Don’t) by Sean D’Souza.

The beauty of asking these six questions:

1. You’re much more likely to get a response than if you just ask someone for a testimonial. It’s easier to answer specific questions than it is to write something from scratch
2. They make for an authentic testimonial, that takes the reader on a journey from potential reason NOT to buy → reasons why they SHOULD buy. Infinitely more effective than the typical “Everything was perfect! You should totally buy!” testimonial
3. Once you’ve got your answers you can either publish the testimonial in question-answer format, or just remove the questions to make for a beautifully flowing testimonial

The Questions

1. What was the obstacle that would have prevented you from (buying this product)?
2. What did you find as a result of (buying this product)?
3. What specific feature did you like most about (this product)?
4. What are three other benefits of (this product)?
5. Would you recommend (this product)? If so, why?
6. Is there anything you’d like to add?