0 like 0 dislike
887 views
in Articles by

sha_04.jpg

The other day I was writing a sales brochure for a West Coast manufacturer. As I got to what I’ll call the “proof” section of the brochure, I was rummaging around for testimonials. The company already had a full-blown Web site and a solid PowerPoint presentation. So I was hopeful that I’d find some ready made testimonials or at least some material I could use to create some. As it turned out, they had one case study with a couple of customer quotes. I pieced the material together to create one measly testimonial. It was less than adequate. Well, maybe it’s no big deal. After all, I wrote strong copy. Why even bother with testimonials? I’ll give you four good reasons. 

1. Credibility Testimonials give your company, product, or service credibility. Everyone is bombarded with advertising messages every day. It’s a brutal marketplace. If you want to sell something to somebody, you stand a much better chance if you can convince them that you’re credible. Testimonials are like references on a resume. They’re the people who vouch for you. 

2. Identification Your prospects identify with your customers who are providing the testimonials. They have similar concerns, problems, hopes and desires. They commiserate. This is good. You want this in your marketing. (Sorry, but your prospects don’t identify with you. Not really. You’re trying to sell them something!) 

3. Proof Proof, alone, is reason enough to gather and use testimonials. This is where your customers say, in effect, “They’re right, Mr. or Ms. Prospect. They can save you 50% ... or make you feel 18 again ... or make you enough money to retire at 50. They did it for me and I’m thrilled!” Testimonials notarize your marketing speak. 

4. Closure Testimonials help close the sale. Sure, they can be used throughout a marketing piece. But they definitely come in handy toward the end. You’ve introduced the problem or need, your product or service, the features and benefits, and more. Then you line up your testimonials, all the customers whose heads are nodding and saying, “Yep, it worked for me.” Soon after, you ask for the order. For many reasons, testimonials give your prospects the confidence they need to buy from you for the first time. And once your prospects turn into new customers, the door to repeat sales swings wide open. (c) 2005 Neil Sagebiel

Please log in or register to reply to this topic.

Related topics

0 like 0 dislike
0 replies 2,069 views
0 like 0 dislike
0 replies 1,290 views
0 like 0 dislike
0 replies 763 views
0 like 0 dislike
0 replies 1,115 views
0 like 0 dislike
0 replies 883 views
posted in Articles by ShowDolphin
0 like 0 dislike
0 replies 1,097 views
posted in Articles by BeautifulWolf
0 like 0 dislike
0 replies 888 views
posted in Articles by PositiveVoid
0 like 0 dislike
0 replies 8,402 views
posted in Articles by nicejone
0 like 0 dislike
0 replies 2,085 views
posted in Articles by Knighttime
0 like 0 dislike
0 replies 911 views
0 like 0 dislike
0 replies 1,100 views
posted in Articles by TwinNut
0 like 0 dislike
0 replies 730 views
posted in Articles by Herogue
0 like 0 dislike
0 replies 788 views
posted in Articles by LoyalChief
0 like 0 dislike
0 replies 695 views
posted in Articles by AfternoonFay
0 like 0 dislike
0 replies 780 views
posted in Articles by Scorpeon
0 like 0 dislike
0 replies 806 views
0 like 0 dislike
0 replies 660 views
posted in Articles by MysteryWasp
0 like 0 dislike
0 replies 708 views
posted in Articles by GroundHurricane
0 like 0 dislike
0 replies 1,679 views
0 like 0 dislike
0 replies 841 views
posted in Articles by Octopuppy
0 like 0 dislike
0 replies 711 views
posted in Articles by PlaySeal
0 like 0 dislike
0 replies 1,864 views
posted in Articles by GiftedWrecker
0 like 0 dislike
0 replies 1,237 views
0 like 0 dislike
0 replies 1,148 views
posted in Articles by VirtualAssassin
0 like 0 dislike
0 replies 1,092 views
0 like 0 dislike
0 replies 977 views
posted in Articles by Camella
0 like 0 dislike
0 replies 2,677 views
posted in Articles by Hawkward
0 like 0 dislike
0 replies 857 views
posted in Articles by PerfumedNecromancer
0 like 0 dislike
0 replies 1,341 views
posted in Articles by TrainedGuy
0 like 0 dislike
0 replies 774 views
posted in Articles by MammothMoth
0 like 0 dislike
0 replies 880 views
posted in Articles by Conjursa
0 like 0 dislike
0 replies 857 views
posted in Articles by KeyboardPie
0 like 0 dislike
0 replies 861 views
posted in Articles by BouncyOracle
0 like 0 dislike
0 replies 1,892 views
posted in Articles by GardenParrot
0 like 0 dislike
0 replies 788 views
posted in Articles by GrizzlyFlash
0 like 0 dislike
0 replies 883 views
posted in Articles by Sumogre
0 like 0 dislike
0 replies 1,121 views
posted in Articles by Herogue
0 like 0 dislike
0 replies 801 views
posted in Articles by Knightmare
0 like 0 dislike
0 replies 796 views
posted in Articles by TwinNut

55,459 topics

594 replies

3 comments

1,623,835 users

Connect with us:
...