Maintain your old Siemens Hipath system

How You Can Tap into the Dramatic Selling Power of Testimonials

Among the variety of techniques available to you as a marketer, there is one that is virtually guaranteed to increase your business...testimonials !

To clearly understand why testimonials are so powerful we must first look at the basic perceptions of our audience.

Here's how "John Q. Customer" might describe his attitude:

"In addition to making me an enticing offer, you must prove to me that you are okay to do business with. You must eliminate any fear that I have about doing business with you. The basis of my fear is doubt and skepticism...two essential components for survival in today's tough business marketplace.

I come by my fears honestly and from experience. I have been conned before. I have been lied to before. The quality of products and services that I have purchased in the past have not always lived up to the claims made for them.

Hardly a day passes that the nation's press doesn't reveal some major breech of ethics by business and political leaders. Dishonesty and misrepresentation are commonplace. So why, in the face of all this negative experience, should I believe your advertising claims? "

These are sobering conditions in which to operate. It's easy to understand why customers temper their buying decision with caution. They don't want to lose money and, more importantly, they don't want to feel foolish. Eliminating this natural fear and skepticism is the job that testimonials do best. The reason is simple: If you say you are good, people ignore your self-serving back-patting. When others say you are good...it's credible. This goes to the very heart of why testimonials are so powerful...they give us credibility and believability.

When you deliver a good compelling offer that is both credible and believable, your sales and profits will increase.

TYPES OF TESTIMONIALS

There are four different types of testimonials. They are:

CUSTOMERS:

By far the strongest category of testimonial is the satisfied customer. In consumer offers a 30% increase in business is not unusual, and business-to-business offers often double or triple results through the use of good customer testimonials.

CELEBRITIES:

Celebrities are not as believable as customers. They are not credible because they are paid. I may not like the celebrity which could negatively affect my attitude towards your company or product. They generally increase awareness, but it may not be good awareness.

EXPERTS:

If you are selling artificial hearts, then a testimonial from Dr. Denton Cooley would probably boost business. Even though he might be paid, he is so credible that it would probably work. Your expert must be an expert in a relevant field.

EXPERT ORGANIZATIONS:

A trade association, a magazine in your field, a chamber of commerce, a newsletter, etc. Expert organizations carry a lot of weight because people believe that their opinion cannot be bought.

WHAT MAKES A GOOD CUSTOMER TESTIMONIAL?

To maximize the selling power of testimonials, you should keep a few tips in mind:

Tip#1...

Be Specific: Testimonials phrased in specific terms pull more weight than more general statements. For example...

"I increased my companies profits by $78,350 last year using your advice!"

is a lot more effective than..

"I enjoy working with your company."

Tip#2...

Cite Complete Attributions:

"Mr. John Jones, President
SMITH MANUFACTURING
Chicago, IL

rather than

" J. Jones, Chicago"

The more complete the attribution the more believable the testimonial.

Tip#3...

Use Customer Terminology and Phrasing:

Resist any temptation to rephrase you customers' words. You'll generally lower the believability factor.

Tip#4...

Use Photos of the Testimonial Writer: You will triple the believability and selling power if you print a photo along with the words. Photographs of the person using your product work best.

HOW TO COLLECT USABLE TESTIMONIALS...

Collecting usable testimonials should be an organized and on-going marketing function.

* First...Read the in-coming mail carefully and keep a file of customer comments. Follow-up on those with potential and put them in usable form.

* Second...Analyze your customer list and develop a sub-list of your top 10% of customers by sales volume and frequency of ordering. Carefully craft a letter to this select list "Asking for their help". Suggest to them what you are looking for in the way of comments and then let them provide you with the raw material. The important lesson here: You can't sit casually back and hope for testimonials to come your way. You have to go out and get them.

The reward, however, is always worth the effort. The time you spend nurturing your testimonial program will result in increased sales and profits, an improved image, more sales leads, lower sales costs, shortened selling cycles, and improved cash flow.

© Copyright 1988/2005 Thom Reece

Thom Reece is CEO of Online Marketing Resource Center [http://www.E-ComProfits.com] and publisher of "Thom Reece's Web Marketing Strategies & Techniques Newsletter". Free subscripton at: http://www.WMSTDirect.com, mailto:thom@e-comprofits.com

In The News:


Warning: simplexml_load_file() [function.simplexml-load-file]: http://feeds.skynews.com/feeds/rss/world.xml:1: parser error : Document is empty in /home/infob/public_html/includes/rss.php on line 2

Warning: Invalid argument supplied for foreach() in /home/infob/public_html/includes/rss.php on line 9


tikatoshop.it

Erfahrungen mit Pallhuber Wein
Agen Bola SBOBET Terpercaya

Travel in comfort and at your leisure with CT Airlink Limousine & Car Service for top quality private transportation and exceptional customer service. We operate Sedans, SUVs & Vans for CT Car Services to covering all Connecticut airports including Car Service from CT to Newark Airport , Mohegan Casino Uncasville CT, Foxwoods Casino Mashantucket CT, Manhattan Cruise Terminal NYC, Brooklyn Cruise Terminal NYC and Bayonne Cruise Terminal NJ. CT Airlink hire licensed and friendly chauffeurs who have in-depth knowledge of the Areas.

Five Steps To Successful Web Marketing And Sales Process!

The basic principles used successfully by brick and mortar storefronts... Read More

The 3 Rules To Maximizing Profits From Banner Ads

Placing those ads on your site are designed to do... Read More

How I Shot Myself In the Foot.. No, Wallet!

I need to let you in on some very important... Read More

How Old is Too Old?

How does a 74-year-old newbie break into the world of... Read More

Online Advertising Traffic and the First Law of Web Surfing

Hint: don't send send your online advertising traffic to your... Read More

Discover Which Sales Triggers Are Most Effective When Mixed With SEO!

We all know the importance of gaining top visibility to... Read More

The Internet Marketer

The internet marketer is really a perfect profession. This profession... Read More

One of the Golden Rules of Internet Marketing

In my opinion, one of the 'Golden Rules' of Internet... Read More

The 10 Commandments of Guerrilla Marketing Design

Guerrilla Marketing Design is more an attitude than a system... Read More

Raising Your Rates Can *Increase* Your Business

How many times have I heard literal horror stories from... Read More

How To Profit Using Public Domain Works

The public domain is full of books, journals, literary works,... Read More

The 2 Best-Kept Secrets Of The Internet

It's a difficult task creating a website that brings you... Read More

The Seven Tips That Ensure Your Success Online

Whether you are now looking for opportunities to start your... Read More

Product Marketing for Internet Based Home Businesses

All small business owners, especially those internet based, are concerned... Read More

Starting an Internet Business is not for Everyone

Creating and building your home internet business does not need... Read More

The Website Marketing Strategy that Never Fails

Developing a successful web site takes more than simply building... Read More

The Seven Secrets of a High-Sales Marketer

If you want to boost your website sales to the... Read More

Long Copy Secrets - Keys To Mental Engagement

Master copywriter Robert Collier often used a technique to get... Read More

Internet Marketing ? Have a Beer With Your Own Internet Marketing Consultant

Did you ever wish that you could sit at the... Read More

Internet Marketing Success is a Cumulative Effect

Being successful at Internet marketing does require doing the right... Read More

Viral Marketing:10 High-Impact, Viral Marketing Strategies,To Explode Your Sales

Hello, do you have any website that is not bringing... Read More

Benefit By Helping Others Plus How To Create Urgency So People Buy Now

Many people don't have the time or skills to write... Read More

Local Search Makes Your Business a Big Fish in Your Local Community

The Internet Contains Billions of Website Pages - All Clamoring... Read More

5 Keys To Making Money Online

Would you believe there are tens of thousands of people... Read More

Chasing New Business?

As well you should. New business is what makes the... Read More