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Helping Your Prospects Overcome “Buying Fears” By Using Testimonials

You DO use direct marketing for your small business… right? If so, you’re taking advantage of the most cost-effective means of advertising available. (Yes… I’m biased… I admit it!)

Let’s talk for a minute about how you can make your sales copy and direct marketing more effective.

One of the simplest yet most powerful ways to strengthen your sales copy is to include testimonials. The purpose of having testimonials is to add “objective” credibility to your promises. And when used correctly - - testimonials can do just that.

Good Testimonials Will Separate You from the Crowd

I read a great sales letter this morning. It came from a local heating/cooling service contractor in my area. His headline was perfect. His pitch was superb. His “reasons-why” advertising justified both his offer and his price.

His sales letter lacked only one thing…

… “proof” that he can deliver on his promises by demonstrating he has already delivered on his promises to others.

People want to know who they can trust. Testimonials will do that for you. This is even MORE important if you have a business on the web.

Buying from an unfamiliar seller on the web can be a scary thing. But once you’ve delivered on your promises to a satisfied customer the trust factor goes up for them exponentially. Your next sale is much easier to make.

Do What Ebay and Amazon Do in Order to Foster Trust

Both of these monster sellers provide a constant stream of customer feedback and testimonials. The testimonials cover both the sellers as individuals and the products themselves. It’s all to satisfy the “proof” factor in selling. You’ve got to prove you can deliver the goods.

Testimonials provide you with a track record. They make the claims in your sales letter or direct mail package down-to-earth and believable.

The Most Effective Testimonials are:

1) Believable. Good testimonials talk about real benefits experienced by real people.

2) To the point. Each one should highlight one main benefit. If your customer has mentioned 3 really good benefits in their testimonial try to break up their 1


testimony into 3 testimonies. Use an ellipsis in the copy …. like this … to start and close the testimony where appropriate.

3) Natural. Keep the testimonials as unedited as possible. Clean up the spelling, of course, but for the most part keep things just as your customer has written (or spoken) them.

4) Detailed. The best testimonials aren’t vague… they include details… specifics… processed data… juicy numbers… facts… etc.

5) Include the customer’s name and where they live. The more information the better… “K. Smith, Pennsville, NJ” is better than “K.S. from N.J.” But “Karen Smith (Owner, Styles Dress Shop), Pennsville, NJ” is best of all.

6) Placed next to relevant points in your sales letter. If you have a testimonial raving about the reliability of your product try to place it near any sales copy you have that addresses how reliable your product is. If the testimonial raves about how good your service is then place it near sales copy that compares your service performance with others.’

Final Words on Gathering Testimonials Effectively

Always ask your satisfied customers for testimonials. Create a standard form and at the top of it type in big letters, “Customer Feedback Form.”

Then give them out to your customers and ask for comments … “Did you like our product/service?” … “Was there anything you didn’t like about it?” … “What was it you liked BEST about doing business with me?”… “Any additional Comments you’d like to make?”

And then, the final important question and request… “May we use your comments for promotional purposes?… please sign it and send back to me at…”

There you have it. Now - - gather some testimonials. Use them in all your sales copy. Watch your sales rise along with your credibility.

About the Author

Joe Farinaccio is a copywriter and direct marketer. In addition to writing sales letters for online clients Joe specializes in creating successful direct mail packages for small and medium sized businesses. You can learn more about how to market your business successfully and sign up to receive his free monthly Ezine at www.sales-letters-and-marketing.com

 

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  • how to profit when your product isnt selling

  • how to promote your business a 10 step guide for beginners

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  • how to properly use ezine advertising conclusion

  • how to properly use ezine advertising part one

  • how to properly use ezine advertising part three

  • how to properly use ezine advertising part two

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  • how to use your google api key as your secret weapon part two

  • how to write and craft your online classified ads

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  • hunting for niches

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  • importance of marketing offline

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  • industry pro interview insider secrets to building your pr campaign

  • industry pro interview marketing beyond the basics

  • inner directed marketing a new way to prosper in tough times

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  • insurance and financial services sales tactics

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  • internet 101 hitch your wagon to a star for internet success

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  • internet marketing in the future

  • internet marketing is confusing isnt it

  • internet marketing i dont know everything neither do you

  • internet marketing or whats that you say

  • internet marketing requires lots of patience

  • internet marketing strategy the advertising co op

  • internet marketing success requires a business plan part ii

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  • internet promotion ezines

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  • interviews one of the easiest products to create

  • interviews with successful ezine publishers david geer

  • interviews with successful ezine publishers eva browne paterson

  • interviews with successful ezine publishers james mcewen

  • interviews with successful ezine publishers jan tallent dandridge

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  • interviews with successful ezine publishers renee kennedy

  • interviews with successful ezine publishers thomas olin

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  • interview with an ezine marketing pro alexandria k brown

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  • interview with michael murray autoresponder basics

  • introduce to pluginnetproefit com marketing strategies that empower success course

  • introduction to autoresponders

  • is a home business right for you

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  • i want to do an ezine part 1 what is an ezine

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  • i want to do an ezine part 3 what is content

  • i want to do an ezine part 4 how do i promote

  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

  • joint ventures your path to success

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  • mini persuaders six steps to successful classified ads

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  • most commonly asked questions about ezine publishing

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  • my cybernet life story the life and trials of an internet junkie

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  • nine power words to punch up your ads

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  • offline promotion 45 places your url should be seen or heard

  • offline promotion matters too

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  • on your honor 3 steps to building the e trust factor

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  • opt in email and ezine advertising still more effective than rss blogs and ppc

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  • payment processing basics

  • pay per click fraud exposed

  • pay per click search engines get the most bang for your buck

  • personalizing your emails an amazing technique that doubles your click throughs and profits

  • personal profile of the week bob osgoodby

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  • politicians are like car sales people

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  • postcards with an edge 7 ways to use postcards in your marketing campaign

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