Win With Paid Ads™ Podcast Summary

Episode #73: Turn Doubt into Dollars: Why Testimonials Matter More Than Ever Host: Ashley Brock Release Date: June 26, 2025

Introduction

In Episode #73 of the Win With Paid Ads™ Podcast, host Ashley Brock delves into the pivotal role that testimonials and third-party validations play in accelerating business success. Tailored for entrepreneurs and business owners striving to enhance their advertising strategies, this episode underscores how leveraging customer feedback can transform skepticism into tangible profits.

The Importance of Testimonials

Ashley kickstarts the episode by emphasizing that even the most exceptional businesses can remain hidden gems without effective advertising. Pamela Cloud underscores this sentiment early on:

Pamela Cloud [00:13]: "Exactly who this podcast was created for. Because you being the best kept secret."

Ashley adds:

Ashley Brock [00:25]: "You’re leaving money on the table. That's why in every episode I'll show you how you can use paid ads to hit your goals 10 times sooner."

She articulates that testimonials are a swift pathway to building trust with potential customers, thereby enhancing brand credibility and visibility.

Gathering and Utilizing Testimonials

Ashley outlines a comprehensive framework for collecting and leveraging testimonials:

1. Collection Methods:

   • Automated Requests: Integrating testimonial requests into emails and customer interactions at different stages—beginning, middle, and end of the customer journey.
   • Personal Requests: Personally reaching out to satisfied clients to solicit detailed feedback and video testimonials.

2. Organization:

   • Utilizing tools like Google Drive to create centralized folders for storing screenshots and video testimonials.
   • Assigning team members specific roles to manage and distribute testimonials across various platforms.

3. Platforms for Displaying Testimonials:

   • Social Media: Instagram Stories, Highlight Reels, and feed posts.
   • Emails: Incorporating testimonials into email marketing campaigns.
   • Website and Ads: Featuring testimonials on websites and in both video and static ad formats.

Ashley elaborates on her meticulous process:

Ashley Brock [12:34]: "We have a folder. There's so many folders, and there are screenshots of reviews, there are videos of reviews. And the team and I are on a mission to say every time there's a huge win, there's a good win. We capture that, we document it, we store it, and you should do the very same thing too."

The Power of Testimonials: Key Statistics

To underline the significance of testimonials, Ashley presents compelling statistics:

• 72% of consumers report that positive testimonials and reviews increase their trust in a business.

  Ashley Brock [20:45]: "72% of consumers say that positive testimonials and reviews increased their trust."

• 92% of people read online testimonials and reviews before making a purchase—a figure supported by a legitimate study from BigCommerce.

  Ashley Brock [23:10]: "92% of people read online testimonials and reviews before every purchase."

• 88% of consumers trust online testimonials as much as personal recommendations from friends and family.

  Ashley Brock [27:50]: "88% of consumers trust online testimonials as much as their friends and family, referring them."

• Displaying reviews can increase conversion rates by up to 270%, according to a Spiegel Research Center study.

  Ashley Brock [29:30]: "According to a Spiegel Research center study, displaying reviews increases your conversion rates by up to 270%."

These statistics collectively highlight that testimonials are not just beneficial but essential for enhancing credibility and driving sales.

Strategies for Effective Testimonial Collection

Ashley shares her dual approach to gathering testimonials:

1. Automatic Collection:

   • Embedding testimonial requests within the customer engagement process.
   • Asking for feedback at strategic points—initial enrollment, mid-project, and post-service completion.

2. Personalized Outreach:

   • Crafting heartfelt, specific requests to satisfied clients.
   • Utilizing psychological tactics, such as phrasing requests as "Would you be opposed to sharing..." to increase compliance rates.

Ashley Brock [35:00]: "Would you be opposed to sharing just a 30-second or less response to this question on what is the biggest ad win that you've had so far since working together?"

She explains that this phrasing leverages human reciprocity, making clients more inclined to respond positively.

Organizing and Managing Testimonials

Ashley details her systematic approach to managing testimonials:

• Centralized Storage: Using Google Drive to maintain organized folders for easy access and distribution.

• Team Collaboration: Delegating tasks to team members for screening, categorizing, and deploying testimonials across various channels.

• Continuous Refresh: Regularly updating testimonial content to ensure freshness and relevance, particularly for advertising campaigns.

Ashley Brock [42:15]: "How new and fresh can we make our testimonials? So that is our process on the core five ways that we use them."

Maximizing Testimonials in Advertising

Testimonials serve as powerful assets in paid advertising strategies. Ashley discusses their application:

• Ad Content: Incorporating both video and static testimonials into ad creatives to enhance trust and authenticity.

• Google Business Profile (GBP): Leveraging Google-approved review aggregators like Trustpilot to seamlessly integrate reviews into Google Ads, thereby boosting ad credibility.

Ashley Brock [51:20]: "Google needs to see is this business getting recent reviews? Are they actually happening very frequently? And how quality are these reviews."

She notes that integrating testimonials into GBP can significantly enhance local business visibility and ad performance.

Real-Life Success Stories

Ashley shares inspiring anecdotes to illustrate the impact of testimonials:

• Challenge Registration: Highlighting how testimonials on the challenge registration page fostered trust among new participants.

• Client Wins: Recounting a client's success of generating $200 from a mere $5 ad tweak within an hour, showcasing the tangible benefits of effective advertising strategies.

Ashley Brock [04:50]: "A client on the last challenge said, 'I spent about $5 on my ad within the next hour and got a $200 client.' So that's just one little bitty tweak."

These stories reinforce the episode’s core message: testimonials are instrumental in validating business success and attracting new clients.

Psychological Insights into Testimonial Requests

Ashley integrates psychological principles to optimize testimonial collection:

• Framing Requests: Phrasing requests as "Would you be opposed to..." rather than direct asks to increase the likelihood of positive responses.

• Reciprocity: Emphasizing genuine care and support for clients encourages them to reciprocate through testimonials.

Ashley Brock [38:10]: "Reciprocity of human, human nature. You help someone, they're gonna be very likely to help you too."

Final Thoughts and Future Directions

As the episode concludes, Ashley reiterates the paramount importance of testimonials in today's competitive landscape. She hints at future enhancements, such as incorporating more sophisticated review aggregation tools to streamline testimonial management.

Ashley Brock [57:10]: "We are testimonial crazy. I have a mission in the business, and it is no testimonial left behind."

She encourages listeners to adopt a structured approach to gathering and utilizing testimonials, ensuring that every positive customer interaction is harnessed to fuel business growth.

Conclusion

Episode #73 of the Win With Paid Ads™ Podcast effectively underscores the transformative power of testimonials in building trust, enhancing credibility, and driving conversions. Through actionable strategies, compelling statistics, and real-life examples, Ashley Brock equips entrepreneurs and business owners with the tools necessary to harness third-party validations for exponential business growth.

Listeners are left with a clear roadmap to integrate testimonials into their advertising strategies, thereby turning customer satisfaction into a cornerstone of their marketing efforts.

Notable Quotes:

• Pamela Cloud [00:13]: "Because you being the best kept secret."

• Ashley Brock [00:25]: "You’re leaving money on the table."

• Ashley Brock [20:45]: "72% of consumers say that positive testimonials and reviews increased their trust."

• Ashley Brock [23:10]: "92% of people read online testimonials and reviews before making a purchase."

• Ashley Brock [29:30]: "Displaying reviews increases your conversion rates by up to 270%."

• Ashley Brock [35:00]: "Would you be opposed to sharing just a 30-second or less response to this question..."

• Ashley Brock [38:10]: "Reciprocity of human, human nature."

• Ashley Brock [42:15]: "How new and fresh can we make our testimonials?"

• Ashley Brock [51:20]: "Google needs to see is this business getting recent reviews?"

• Ashley Brock [04:50]: "I spent about $5 on my ad within the next hour and got a $200 client."

• Ashley Brock [57:10]: "No testimonial left behind."