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:

Trump makes offer to Democrats in bid to end shutdown
Sat, 19 Jan 2019 20:59:00 +0000
Donald Trump has offered legal relief to "dreamer" immigrants as part of a plan to secure funding for his border wall and end the US government shutdown.

117 migrants feared dead as dinghy capsizes off Libya
Sat, 19 Jan 2019 16:01:00 +0000
Survivors from a rubber dinghy that capsized off Libya fear that more than 100 migrants may have died, a rescue official has said.

66 killed as pipeline explodes after fuel theft
Sat, 19 Jan 2019 03:08:00 +0000
At least 66 people have died and 76 others injured after a pipeline breached by fuel thieves exploded triggering a massive fire in central Mexico.

Rescuers drill in search for boy stuck in well for six days
Sat, 19 Jan 2019 17:04:00 +0000
Rescuers searching for a two-year-old boy who fell down a narrow well in Malaga have begun drilling in a bid to rescue him.

Funeral held for Polish mayor after fatal on-stage stabbing
Sat, 19 Jan 2019 13:08:00 +0000
Thousands have attended the funeral of Polish mayor Pawel Adamowicz after he was stabbed to death on stage at a charity event.



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.

E-Psychology: Increasing Your Sales On-Line

As any successful entrepreneur knows, there's more to generating on-line... Read More

How to Make Money from Your Website Using Advertising

You have managed to get your website to that magical... Read More

Creating Multiple Streams Of Income Part 1

One day I was talking to a friend who had... Read More

Magic Of Direct Response Website

For a web site to make the most money it... Read More

If you Sell a Product, Use Online Marketing, Part 1

When you offer your products via an email campaign to... Read More

How To Take Advantage Of Your Competition

When people market their business, they pay little attention to... Read More

How To Top The Medal Tables With Your Website

The Olympic motto is "Citius, Altius, Fortius" meaning "Swifter, Higher,... Read More

Having The Right Attitude And Start Becoming A Problem Solver

Do you really want to make money online?Do you want... Read More

Getting Some Good Ol Internet Real Estate

Real estate has made many people large amounts of money... Read More

Website Sales: 10 Super-Charged Tactics To Spark Up Your Sales

If your website sales are down and you desire to... Read More

Interactive Content ? Blogs, Forums, and Feedback ? What Does Your Web Site Need?

The business principle of continued contact and online relationship building... Read More

4 Reasons Why Having Your Own Product is Essential for Serious Marketers

I know what you're thinking, "Why is having your own... Read More

Your Personal Fortune Is In Your Words!

What is the most important skill you can possess as... Read More

Niche Marketing: Broker Your Way To Profits

If you haven't started your own niche business yet because... Read More

Developing an Ad Campaign for the Startup E-business

Online advertising has changed over the years. Some believe the... Read More

6 Proven Steps To Internet Marketing Success

There is a misconception that you can come online set... Read More

Four Steps To Eliminate Frustration and Turn Your Online Failure Into Internet Success

OK, you've been bustin' your butt trying to make money... Read More

They Didnt Think I Could Earn A Full-Time Income Online, But I Proved Them Wrong!

When I first attempted to make money online I was... Read More

How Many Sales Have You Made After Your Advertising Campaign?

When you start your online business, you will go through... Read More

Is that Niche Really Going to Make You Money?

Find a niche; pick a niche, niche markets will make... Read More

Secrets to Business Success on the Internet

Secret Number One: The Key Is A Niche MarketIdentifying a... Read More

Why You Must Have More Than One Niche Sites

Have you heard of diversifying your investment portofilio?No? Well, it's... Read More

Internet Marketing - The Two Faces of FREE

'FREE' is the reason people are successful, and make a... Read More

How Quality Content Will Increase Your Traffic and Sales

Are you aware of how vitally important and valuable CONTENT... Read More

Rocket Your Online Business into the Stratosphere with Captured Leads!

NO matter what business you are trying to build online,... Read More