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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
MORE RESOURCES updated Thu. May / 17 / 2012 TIME | Facebook Advertising Shows 'A Lot Of Potential But It's Not A Slam-Dunk' Huffington Post By Nicola Leske and Kate Holton NEW YORK/LONDON (Reuters) - General Motors Inc's decision to stop advertising on Facebook may be a wake-up call for the No. 1 social network, but Top advertising executives say it's far too early to know if the site will ... Facebook's biggest problem is that it's a media company Is Advertising on Facebook Worth the Expense? Why I Lost My Faith In Facebook Advertising |
NPR sees sharp downturn in advertising revenue, leading to talk of cuts Washington Post Halfway through its fiscal year — and six months into Gary Knell's tenure as chief executive — Washington-based NPR has seen a sharp downturn in corporate “underwriting,” or advertising revenue. The falloff has led to projections of an annual ... |
 Globe and Mail | Does advertising on Facebook pay? San Mateo Daily Journal But ahead of the IPO, a debate emerged between two of the nation's largest automakers: Does it pay to advertise on the social network? General Motors, the nation's largest automaker, said it would abandon Facebook ads after concluding they were ... Companies ask: Does advertising on Facebook pay? |
 Seattle Post Intelligencer (blog) | Skechers agrees to pay $45 million to settle charges of sketchy advertising of ... Seattle Post Intelligencer (blog) By Rita R. Robison Kim Kardashian, fresh from a sweaty workout and pictured in a variety of steamy, suggestive poses, decides in a TV advertisement to dump her personal trainer. “It's not someone else, it's something else” Kardashian, a reality TV-show ... Sketchy ads? Skechers agrees to pay $50M to settle false-advertising allegations Skechers settles with WA over false advertising Shoe-maker accused of sketchy advertising settles lawsuit |
Viewers Want Choice, Control and Relevance from Online Video Advertising ... San Francisco Chronicle (press release) New York, New York (PRWEB) May 17, 2012 Vibrant Media, the global leader in premium contextual advertising, has released key research findings that determine what viewers want in their video advertising: choice, control and relevance. |
New Mobile iPhone Application for Location-Based Virtual Advertising Sacramento Bee By They Creative Advertising HOUSTON, May 17, 2012 -- /PRNewswire-iReach/ -- They Creative Advertising introduces Knibbler™ iPhone application, a location-based advertising tool for individuals and small business owners. Using the dynamic Knibbler™ ... |
Coca-Cola Dodges Federal False Advertising Claim Courthouse News Service By TIM HULL (CN) -- Pomegranate juice purveyor Pom Wonderful cannot pursue federal false-advertising claims that Coca-Cola's pomegranate blueberry drink contains mostly apple and grape juices, but it may be able to revive its state law challenges, ... |
 Sydney Morning Herald | Apple Moves to Dismiss Siri False Advertising Suit PC Magazine But Apple's main counter-argument appears to be its contention that the plaintiffs' complaints lack the specificity that would be required to back up their claims of false advertising—failing to provide "a single actionable misstatement" on the part ... Apple Responds to Siri Class Action Lawsuits |
 Street Fight | Local Ad Spending Moving More to Mobile and Online; BIA/Kelsey's Media Ad View ... MarketWatch (press release) CHANTILLY, Va., May 17, 2012 /PRNewswire via COMTEX/ -- According to BIA/Kelsey's Media Ad View reports, local advertising spending will experience a compound annual growth rate of 2.6 percent between 2011 and 2016, with revenues climbing from around ... BIA/Kelsey: Local Ad Spending Moving More To Mobile And Online, Radio 'Holds ... Forecast: Locals Ads Hit $150 Mil By 2016, Trad Media Holds Social-Media Ad Spending to Jump to $9.8 Billion in 2016 |
75% of Advertisers Say Rest-of-Web More Important Than Facebook MarketWatch (press release) Methodology This multiple-choice online survey was distributed to 2177 brand marketers and advertising agency representatives. It was conducted in March 2012, and results were analyzed and validated for statistical significance in April 2012. |
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