The other day i used to be writing a sales brochure for a West Coast manufacturer. As I need to what I’ll call the “proof” section of the brochure, i used to be rummaging around for testimonials.
The company already had a full-blown internet site and a solid PowerPoint presentation. So i used to be hopeful that I’d find some ready made testimonials or a minimum of some material I could use to make some.
As it clothed , that they had one case study with a few of customer quotes. I pieced the fabric together to make one measly testimonial. it had been but adequate.
Well, maybe it’s no big deal. After all, I wrote strong copy. Why even bother with testimonials? I’ll offer you four good reasons.
Testimonials give your company, product, or service credibility. most are bombarded with advertising messages a day . It’s a brutal marketplace. If you would like to sell something to somebody, you stand a way better chance if you’ll convince them that you’re credible. Testimonials are like references on a resume. They’re the people that vouch for you.
Your prospects identify together with your customers who are providing the testimonials. they need similar concerns, problems, hopes and desires. They commiserate. this is often good. you would like this in your marketing. (Sorry, but your prospects don’t identify with you. Not really. You’re trying to sell them something!)
Proof, alone, is reason enough to collect and use testimonials. this is often where your customers say, in effect, “They’re right, Mr. or Ms. Prospect. they will prevent 50% … or cause you to feel 18 again … or cause you to enough money to retire at 50. They did it on behalf of me and I’m thrilled!” Testimonials notarize your marketing speak.
Testimonials help close the sale. Sure, they will be used throughout a marketing piece. But they definitely are available handy toward the top . You’ve introduced the matter or need, your product or service, the features and benefits, and more. Then you line up your testimonials, all the purchasers whose heads are nodding and saying, “Yep, it worked on behalf of me .” Soon after, you invite the order.
For many reasons, testimonials give your prospects the arrogance they have to shop for from you for the primary time. And once your prospects become new customers, the door to repeat sales swings wide open.
(c) 2005 Neil Sagebiel