How To Effectively Use Customer Testimonials by David Coyne

Publishing a customer's endorsement of your product or service is a key way to attract prospects through your marketing materials. I'm amazed so many companies don't bother using testimonials. It builds so much more credibility than YOU talking about your product.

Even if you're currently using testimonials, here's a few suggestions on how you might make them more effective:

1. Seek testimonials that express initial skepticism. Most prospects start in a skeptical mode when reading ads and marketing documents, so establish rapport by creating a sense of empathy. E.g. "I wasn't sure that your new property listing service would be effective for me, but a colleague urged me try it. I'm so glad I did..."

2. Don't be afraid to use lengthy testimonials (as long as the customer doesn't start rambling off topic). Most prospects want as much information as possible on the benefits of your product, especially if your product has a high price.

3. If your product serves different markets, get testimonials from each market.

4. Use a testimonial that highlights one specific benefit of your product, then ask another customer to comment on a different benefit.

5. The testimonial sales letter. This is a variation of the lengthy testimonial, but used in sales letter format. Instead of you writing a sales letter trying to persuade a prospect of the benefits of your product, you have one of your best customers write the letter explaining how much your product has helped her.

In reality, few customers have the time to actually write this type of letter. However, you could ghostwrite the letter (or hire a copywriter to do it). Run the letter past your customer to make sure she agrees with what's been written. If she is, all you need is her signature at the end of the letter and you're ready to go.

About the Author

David Coyne is a copywriter and marketing consultant. Get his free e-book "Multiple Ways To Make Your Advertising More Responsive" at http://www.dc-infobiz.com

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