Big businesses get instant credibility with their well-known
company name or brand name. But small companies have to
create their own credibility. One of most powerful tools you
can use for this is customer testimonials.
Here are 5 tips to help you get persuasive testimonials
...and use them to convert prospects into buyers.
1. Continuously Collect Testimonials
Start by setting up a file to store the positive comments
you get from customers. Many good testimonials are hidden in
the casual comments customers make during normal
communications.
Don't overlook the positive comments you get by phone or in
person. Write them down and add them to your file.
Next, look for some ways you can stimulate customers to give
you testimonials. For example, send a postcard or email
message to recent customers asking what they liked best
about your product or service. You'll be surprised at some
of the glowing comments you get.
You don't need a lot of testimonials before you can start
using them. Three is normally enough unless your sales
message is unusually long.
2. Try to Get Varied Testimonials
All of your prospects and customers are not exactly the
same. Different aspects of your products and services are
likely to appeal to different prospects.
Try to get testimonials that mention a variety of results
achieved by your customers. The more benefits you can reveal
with customer testimonials, the more business they will
generate for you.
3. Some Testimonials Are Better Than Others
Avoid using testimonials that are not specific. For example,
"I really liked your service a lot", is nice for you to
know. But it won't stimulate many prospects to buy.
Instead, look for testimonials that describe specific
results. For example, "In just 2 weeks I lost 9 pounds, feel
years younger and still continue to enjoy my favorite
foods." That testimonial will motivate anybody who wants to
lose weight to get your program fast.
4. Get Permission to Use Testimonials
Always get your customer's permission before using their
testimonial. And tell them how they will be identified with
the testimonial. For example, I usually include at least my
customer's name, city and state (or country).
If you sell to businesses instead of to individuals you may
want to include some other things about each customer with
their testimonial. For example, your customer's title, the
company name, the type of industry or anything else that
would appeal to other customers like them.
5. Highlight Testimonials When You Use Them
You can group all testimonials together in your sales letter
or web page ...especially if the message is short. Or you
can scatter them strategically throughout your message
...especially if the message is long. But always highlight
testimonials so they stand out from the rest of your
message.
For example, display them in italic letters enclosed in
quote marks. On web pages you can further highlight them in
yellow or some other color that contrasts with the
background color of the page.
The 5 tips in this article revealed how you can get
persuasive testimonials - and use them with maximum impact.
Start applying these tips now in your business and you will
quickly start converting more prospects into buyers.
(c) 2004 Bob Leduc http://BobLeduc.com
Bob Leduc spent 20 years helping businesses like yours find
new customers and increase sales. He just released a New
Edition of his manual, How To Build Your Small Business Fast
With Simple Postcards ...and launched *BizTips from Bob*, a
newsletter to help small businesses grow and prosper. You'll
find his low-cost marketing methods at: http://BobLeduc.com
or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV
If you have been following the recent advertising news you... Read More
Achieving sales is probably the biggest challenge a web business... Read More
Want to create print ads that get results? Below are... Read More
Most of us have seen at least a dozen different... Read More
The unnecessary and extensive use of female models in advertisements... Read More
Several years back the billboard people put a big picture... Read More
Creating a logo to get you noticed.When you're branding a... Read More
Good Advertising creates more production, thus greater consumption, faster turnover... Read More
Using flyers is one commonly overlooked method of advertising offline.... Read More
There are several ways to advertise and get the word... Read More
One of the challenges facing marketers is determining the most... Read More
When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More
Depending on whom you ask, you will get told many... Read More
Are you confused by all the information you receive from... Read More
The more things change, some say, the more things stay... Read More
Would you like to get your new or existing Internet... Read More
I promise you'll be able to finish this article before... Read More
What's the cheapest, most under-used marketing tool you have?The answer's... Read More
Not everyone is aware of what are text adverts? Text... Read More
"The more things change, the more they stay the same".... Read More
Lets examine the use of Giorgio Armani Company's advertisements for... Read More
Let's face it - most brochures go straight into the... Read More
Your website is done, your business cards have been delivered,... Read More
This article will show you how to cut your printing... Read More
The most common way to drive people to your business... Read More
This information is based on the principles of Laws of... Read More
In the marketing world, radio has earned the reputation of... Read More
Research would indicate that consumers don't know what they're thinking.... Read More
Organized your pencils and pens lately? Sorted your clothes into... Read More
Electronic display boards signify high priority messaging, allowing you to... Read More
A good annual direct mail solicitation program can produce unrestrictive... Read More
As I was searching through a kitchen drawer the other... Read More
Your print ads should do more than just get noticed.... Read More
Too many business owners and marketers know that Yellow Pages... Read More
Today's online marketplace is extremely competitive. People want to market... Read More
Most business owners and managers keep a fairly close eye... Read More
Banner advertising is an effective way of getting your advertising... Read More
Ensure everyone in your company sings from the same sheet... Read More
If you're interested in improving the selling results of your... Read More
It is very important to realize that persons buy from... Read More
You may be aware that in a basketball game the... Read More
The decision on whether or not someone will read your... Read More
Let's take an example that is easy to check: I... Read More
From my experience, I've been on many discussion groups and... Read More
Each year there is a Yellow Pages arms race where... Read More
Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More
I have been reading articles on increasing sales using search... Read More
What is it about magnets that draw people to leave... Read More
The most profitable mail order products are simple... Read More
I am always amazed when I hear about companies who... Read More
Your print ads should do more than just get noticed.... Read More
The opportunities for getting free advertising for yourproduct or services... Read More
Are you confused by all the information you receive from... Read More
What if you can understand and control your customer's mind?... Read More
Big businesses get instant credibility with their well-known company name... Read More
Over the 32 years I've been involved in sales, marketing... Read More
An effective way to gain company recognition is to order... Read More
If you own a mobile detailing business or mobile car... Read More
When people discover my background in advertising, the questions flow.... Read More
John Wanamaker, a 19th century entrepreneur, once famously made the... Read More
In the marketing world, radio has earned the reputation of... Read More
Question: What do you think the most important part of... Read More
"The more things change, the more they stay the same".... Read More
When my daughter complained recently about the prohibitive cost of... Read More
Yellow Pages advertising is one of the most popular forms... Read More
Mobile detailers have all types of customers, many of whom... Read More
Advertising |