PBNN Series: E13203 – TESTIMONIALS

Steve Harper interviews Michelle Tamara Cutler, a storytelling coach and screenwriter, about the art of crafting meaningful testimonials for businesses. She advises rehearsing testimonials and using specific language to convey experiences accurately, ensuring they feel authentic and impactful. Cutler emphasizes the using precise language to convey a costumer experience, suggesting a three-part structure: problem, interaction, and outcome. The conversation explores why people struggle to write testimonials, how business owners can elicit stronger feedback, and the broader role of storytelling in business communications—including social media posts and newsletters. Cutler highlights the value of genuine feedback in improving services and fostering trust with clients.

Storytelling in Testimonials and Reviews

In business, storytelling isn’t just for marketing campaigns or brand videos—it’s in everything we write, from a website bio to a two-sentence customer review. Even a testimonial is a story, and the way we tell it shapes how others experience our work.

That’s what I discussed recently on the Business News Network podcast with host Steve Harper, where we explored why testimonials matter, why so many people struggle to write them, and how to turn even a few sentences of feedback into powerful storytelling.

Reviews vs. Testimonials

As I shared with Steve, a review can go either way—it’s reactive, emotional, and often written in the heat of an experience. A testimonial, on the other hand, is intentional. It’s an invited story from someone who’s had a meaningful interaction with your business. When you ask for a testimonial, you’re not asking for flattery—you’re asking someone to reflect on what changed for them through your work.

That distinction is crucial. A review might focus on a single moment (“the service was slow”), but a testimonial highlights transformation (“working with them changed how I approach my business”).

Responding to Reviews: Tell a Story, Don’t Defend

Steve shared an example of a new restaurant struggling with mixed reviews online. My advice: every response is an opportunity to tell a story, not to defend one. Instead of making excuses, use the space to show growth and care:

“Thank you for your feedback. We’re introducing a new service system to ensure faster dining experiences.”

That’s not spin—it’s storytelling with purpose. You acknowledge the customer’s experience while demonstrating your values and direction.

Why We Freeze When Asked for Testimonials

Even the most eloquent people go blank when someone asks for a testimonial. Why? Because it feels like a responsibility. You want to be honest, helpful, and clear—but you also don’t want to sound like an ad.

The trick is to use a simple, story-based structure:

1. Before: What challenge or goal brought you to this person or business?
2. During: What was the experience like working with them?
3. After: What changed as a result?

For example:

“I was struggling to express my brand’s story clearly. Working with Michelle helped me find the right words and structure my message with confidence. Now I approach every piece of communication with clarity and intention.”

That’s three sentences—but it tells a full arc.

Every Word Counts

As Steve reminded me, his background in radio taught him to make every word count—he had just 14 seconds between songs to deliver a clear, emotional message. The same is true in written communication. Whether it’s a testimonial, a review response, or an email, clarity and economy matter.

When we write the way we speak—authentically, directly, and with intention—our words carry more weight.

Writing Is Relationship-Building

At the heart of it, testimonials are acts of connection. They’re not transactional; they’re relational. When you ask for feedback or give it, you’re engaging in a kind of storytelling exchange that strengthens trust and visibility.

In literature, we call this literary citizenship: the goodwill that comes from reading, supporting, and amplifying others’ work. The same principle applies in business. A thoughtful testimonial doesn’t just help someone else—it reinforces your own credibility and compassion as a communicator.

So the next time someone asks you for a testimonial—or you’re responding to a review—remember: you’re not just writing feedback. You’re writing a story. And stories, told well, are what make people believe, remember, and return.