Best Marketing Reviews - Working Together We Will Build a Better World

Working Together We Will Build a Better World

Ley Gal

January 25th - 2005
Issue # 07

Best Marketing Reviews

In This Issue...

• Introduction
• Feature Article
• Review of the week
• Download of the Week
• Feedback from subscribers
• Advertising
• Archives
• Subscribe/Unsubscribe Information

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Introduction

Dear subscriber

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Feature Article

How To Get FREE Testimonials And Use Them To Increase Your Sales
by Bob Leduc

One of the most valuable marketing tools for a business is
the testimonials it receives from satisfied customers. Yet,
many businesses never use these testimonials in their sales
efforts.

Testimonials are valuable proof to prospective customers
that your product or service actually delivers the benefit
you claim it will. In some ways, testimonials are like
referrals. A customer coming to you by referral from one of
their friends or acquaintances is already pre-committed to
do business with you. You don't have to convince them that
your product or service will provide the benefit they seek.
Your ability to deliver is already "guaranteed" by the
person giving the referral.

Testimonials from satisfied customers provide that same
assurance to a potential customer coming to you without a
referral. In every test I performed using the same messages
with and without testimonials, those with testimonials
increased sales, often by as much as 65% or more.

How To Get Good Testimonials Satisfied customers will
occasionally call or write to you expressing their
appreciation without any prompting from you. If you've been
in business for some time you probably already have a file
of these. However, if you're new in business you may have
few or none of these "spontaneous testimonials". How can
you get some... and get them fast?

Here's a simple procedure any business can use effectively.
A short time after completing a transaction, send your
customer or client a personal postcard asking what they
liked best about your product or service. You'll be amazed
at some of the glowing comments you'll get. When you
receive comments you want to use in your advertising,
simply ask the customer to sign a release giving you
permission to quote those comments in your promotional
material.

The release form I use includes the full text of the
customer's comments. I request permission to use the
comments "in complete or edited form" so I can shorten the
text when it's too long. I also request permission to use
the customer's name, city and state so it appears as "Ann
Smith, Austin, TX" instead of "A.S., TX". The customer's
privacy is protected by omitting the street address. How
To Use Testimonials Effectively My online and print sales
letters usually include 3 testimonials. Each one is only 2
or 3 lines plus the customer's name, city and state.

Be sure to select testimonials stating a specific benefit
gained by using your product or service. A testimonial
saying, "I bought your widget and am very happy with it"
won't motivate anybody else to buy your widget. Instead,
use testimonials like this actual testimonial I received
from one of my customers: "Hi Bob. I purchased your manual
and used one of the ideas to do a mailing which received
about a 10% response rate." That's a powerful testimonial
and I use it regularly in my promotional material. It
states specifically what the customer gained by ordering my
manual.

What do testimonials cost? Nothing! They're FREE! I've
learned by experience that some customers get offended if I
offer to pay for the right to quote their comments.
Therefore, I don't offer any compensation. I simply send
the release form with a pre-stamped return envelope and ask
them to sign and return the form. I don't remember the last
time somebody refused my request.

If you're not using testimonials in your promotional
material, start using them today. Begin by looking in your
customer files for comments you can use. Send postcards to
some recent customers asking what they liked most about
your product or service. Get permission to quote their
comments and include them in your sales material. You'll
soon discover FREE testimonials have the amazing power to
increase your sales and profits without increasing your
costs.

=============================================

Copyright 1999-2000 Bob Leduc Bob Leduc retired from a 30
year career of recruiting sales personnel and developing
sales leads. He is now a Sales Consultant. Bob recently
wrote a manual for small business owners titled "How to
Build Your Small Business Fast With Simple Postcards" and
several other publications to help small businesses grow
and prosper. For more information... EMAIL:
BobLeduc@aol.com SUBJECT: "Postcards". PHONE: (702)
658-1707 (After 10 AM Pacific time) OR WRITE: Bob Leduc, PO
Box 33628, Las Vegas, NV 89133

=============================================

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