Feature Article
Testimonials Convert Prospects Into Buyers
by Bob Leduc
Big businesses get instant credibility with their well-known
company name or brand name. But small companies have to create
their own credibility. One of most powerful tools you can use
for this is customer testimonials.
Here are 5 tips to help you get persuasive testimonials ... and
use them to convert prospects into buyers.
1. Continuously Collect Testimonials
Start by setting up a file to store the positive comments you
get from customers. Many good testimonials are hidden in the
casual comments customers make during normal communications.
Don't overlook the positive comments you get by phone or in
person. Write them down and add them to your file.
Next, look for some ways you can stimulate customers to give you
testimonials. For example, send a postcard or email message to
recent customers asking what they liked best about your product
or service. You'll be surprised at some of the glowing comments
you get.
You don't need a lot of testimonials before you can start using
them. Three is normally enough unless your sales message is
unusually long.
2. Try to Get Varied Testimonials
All of your prospects and customers are not exactly the same.
Different aspects of your products and services are likely to
appeal to different prospects.
Try to get testimonials that mention a variety of results
achieved by your customers. The more benefits you can reveal
with customer testimonials, the more business they will generate
for you.
3. Some Testimonials Are Better Than Others
Avoid using testimonials that are not specific. For example, "I
really liked your service a lot", is nice for you to know. But
it won't stimulate many prospects to buy.
Instead, look for testimonials that describe specific results.
For example, "In just 2 weeks I lost 9 pounds, feel years
younger and still continue to enjoy my favorite foods." That
testimonial will motivate anybody who wants to lose weight to
get your program fast.
4. Get Permission to Use Testimonials
Always get your customer's permission before using their
testimonial. And tell them how they will be identified with the
testimonial. For example, I usually include at least my
customer's name, city and state (or country).
If you sell to businesses instead of to individuals you may want
to include some other things about each customer with their
testimonial. For example, your customer's title, the company
name, the type of industry or anything else that would appeal to
other customers like them.
5. Highlight Testimonials When You Use Them
You can group all testimonials together in your sales letter or
web page ...especially if the message is short. Or you can
scatter them strategically throughout your message ...
especially if the message is long. But always highlight
testimonials so they stand out from the rest of your message.
For example, display them in italic letters enclosed in quote
marks. On web pages you can further highlight them in yellow or
some other color that contrasts with the background color of the
page.
The 5 tips in this article revealed how you can get persuasive
testimonials - and use them with maximum impact. Start applying
these tips now in your business and you will quickly start
converting more prospects into buyers.
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Bob Leduc spent 20 years helping businesses like yours find new
customers and increase sales. He just released a New Edition of
his manual, How To Build Your Small Business Fast With Simple
Postcards ...and launched *BizTips from Bob*, a newsletter to
help small businesses grow and prosper. You'll find his low-cost
marketing methods at: or call: 702-658-1707
After 10 AM Pacific Time/Las Vegas, NV
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