Marketing Series
Perhaps the most powerful component of any Web site sales
copy is the use of testimonials. Inserted in your sales copy,
unbiased words of praise from satisfied customers have the
following potent effect for your prospect. Effective testimonials;
Rationalize your prospect’s buying decision GOOGLE
ADSENSE Back up the claims you make for your product or service
Vouch for the benefits of your product or service. However,
despite their clout as an influential sales tool, it is amazing
how many clients fail to effectively gather and use this
precious commodity. Some tips for including this essential
component in your future promotions.
· Whenever a great unsolicited testimonial from a
customer crosses your desk, contact the customer for permission
to use all or part of it in your marketing campaign. And
also request a photo.
· Always include the full name, as well as address
under the testimonial.
· Be proactive in soliciting testimonials from your
customers. Send personal letters or notes to your customer
list indicating you are updating your marketing program and
would be grateful for comments about what they liked most
about your product or service. Phone surveys are also an
option. Elicit the reasons they purchased your product, the
three features or characteristics they like most about it
(and why), and the product’s strongest feature, More
importantly, ask them how the product or service has most
benefited them; e.g. how it saved them time, money or frustration.
And of course, solicit any comments they have on what they
would like to see changed.
Note a secondary benefit of such an approach; learning things
about your product or service that can be improved or corrected.
· Of course, if you are not receiving testimonials
from customers, find out why. The problem is most likely
with your product or service. Improve that and the testimonials
will come…as well as increased sales!
Sprinkled throughout your sales copy, testimonials provide
a compelling reason for purchasing your product or service.
A good rule of thumb is; include 1-3 testimonials for each
product or service benefit. A collection of testimonials
can also be included as a separate stand-alone piece of your
promotional package.
Wherever you place them, make sure each testimonial adheres
to the four golden rules…
Be specific
Stick with one benefit per testimonial
Make sure all claims are believable
Keep the testimonial targeted to your audience, excluding
anything
irrelevant or offensive.
Copyright Alan Richardson
About The Author
Alan Richardson is a well-known internet consultant and
publisher with http://www.optimalwebservices.com -
a Web resource firm in North Easton, Massachusetts, offering
free advice and information for web-based small businesses
and entrepreneurs.
To read other articles by Alan, click http://www.optimalwebservices.com/articles
To signup for the free 'Optimal Web Services for Small Business'
ezine, click http://www.optimalwebservices.com/subscribe
|
