Marketing Strategy

Sales Letters

<<< BACK <<<

How to Build Business with Compelling Testimonials


People like to do business with those that they know, like and trust--- but unfortunately, building such credibility can take time--- Time that many marketers don’t have. The good news is that you can often accelerate the process with the help of others. Testimonials from satisfied customers are almost always more convincing than anything you could ever say about your own company or product. Let me explain this...

Compelling testimonials are powerful tools that can help you prove marketing claims or even meet a prospect’s objections before those concerns can derail the sale.

  

The most effective testimonials are usually from people who are in the same walk of life (like CEOs, mechanics, homemakers, and bicyclists); or the same industry or interests (real estate, music, health, etc.) as the target prospect. Prospects often respond best to testimonials from those individuals who most closely match their own buying profile.

The best testimonials are highly specific and results oriented. Vague statements like "Excellent", "Great Product" or "Really Interesting" mean little and fail to communicate benefits--- even if the source is credible or well known. Effective testimonials include specific amounts, times, dates, etc., such as dollars saved, pounds lost, miles per gallon gained, waste reduced and so on. Here’s an example of a non-specific and ineffective testimonial--- you probably see ones like this all the time:

"Your XYZ shopping cart and e-commerce services are absolutely outstanding!"
- H.C., New York City.

That sounds pretty weak, wouldn’t you agree? Consider this much more powerful example. Which one is more convincing?

"Using XYZ, we saved $1,249.85 annually over our previous list server, and eCommerce packages. Furthermore, we saved an average of 2 hours daily by not having to cut and paste e-mail addresses and text copy in our PC-based program. Last year we spent $1,400 for another shopping cart program which we could never master nor find anyone to integrate it into our web site. As a result, we have trashed that program and lost the money. Thank goodness for XYZ!" --- Bob and Sue Customer, Company Name, City, State

Testimonials will also mean more when the specific name and location of the writer is included. "H.C., New York City" can signal that the testimonial is not genuine. Here's a better example:

"Your online Mustang auto parts source has saved me countless hours searching catalogues and parts houses. I found the '69 engine mounts I needed for my last project in just 14 minutes!"

Steven J. Smith, Owner, Riverside Auto Crafters, Dublin, CA

This helps make it very clear how people can benefit from the online catalog--- If the prospect is so inclined, they could even contact Steven J. Smith. (Of course we would want to have Steven’s permission. As with all testimonials, maintain copies of their signed letters in your office files.)

Business Growth Strategies:

1. When a customer compliments you. After thanking them, ask if you can write it up for their signature. Most people will consent. Customers don't usually do a very good job of writing testimonials, so you have to help them. They also tend to forget, so this method also helps remind them. You can say something like: "I know you are busy, let me write something up and send it to you for your signature. For best results, use the Bob and Sue Customer example as a model.

2. Need some compliments in a hurry? Get on the phone and call some of your best customers to see how things are going. Ask if they were happy with their last order. Then listen.

3. Ask at the end of a job. This is when your customers should be happiest and the great results or services you provided are still fresh in their minds. Again, probe by asking enough specific questions to develop a truly compelling endorsement!