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Testimonials. Marketing pros will tell you that you need them no matter what business you’re in.

According to some studies https://www.spectoos.com/5-incredible-facts-customer-testimonials/, testimonials are rated at 89% effective—higher than any other form of content marketing.

Developing a strategy to ask for testimonials from your customers can be a crucial part of your marketing. But some testimonials are more powerful than others. How do you make sure the testimonials you’re getting promote your business effectively?

Every testimonial should tell a story. Luckily, it’s a story with a very specific structure. But not all of your customers are proficient storytellers who will understand what to emphasize. That’s why it’s important to have a short list of questions to guide the process.

Here’s what to ask to ensure you get great testimonials every time.

1. Start with the situation before they found you

What problem was your customer facing? There are lots of reasons people are hesitant to buy insurance—from cost to a lack of understanding of their options and needs. Ask them why they needed insurance and what obstacles they were facing in buying it.

1. Ask how they found you

This helps establish a vital link to the story. How did they find you—through a friend’s referral? A Google search? And what made them reach out? Did their situation reach a crisis point?

1. Ask what problems you stepped in to solve

At this point, you’ll be introduced as the solution to your customer’s problems. So ask them to tell the story, in their words, of how you stepped in to solve their insurance challenge. What actions did you take?

1. What were the results?

Here’s the most important part of the testimonial—the results. What concrete improvement did your customer see in their situation because of you and your help, expertise and services?

Did they find coverage they could afford? Did you help them navigate a challenging issue to keep their business afloat? What is their situation now, and how is it better than it was before they started working with you?

1. How did it feel to work with you?

Ask the client how they felt throughout all phases of the process. Did you and your staff make them feel comfortable and reassured about a major insurance problem? Did they feel empowered to solve the issue?

These questions should help you craft highly effective testimonials that highlight what you do for your customers to best effect—and inspire confidence in your prospects.