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HOME >> How To Effectively Use Customer Testimonials
YOURIMAGEHERE3How To Effectively Use Customer Testimonials
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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.
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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