Why You Should Use Testimonials in Your
Marketing
Customer testimonials are a valuable
marketing tool that can enhance the power of your marketing
messages.
Testimonials show your prospects that
customers are so happy with your product or service that they
are willing to speak publicly about it. A satisfied customer's
personal recommendation can enhance your credibility and
increase sales.
How to Use
Testimonials
Testimonials can be used in a number
of different marketing pieces. Carefully select which
testimonials to use. Ask these questions: Does this
testimonial state a specific benefit gained by using my
product or service? Does it illustrate the marketing message
that I am trying to communicate?
Always provide the
name and company or location for the person who gave the
testimonial. Avoid using initials, "President of a pet food
store," or "A satisfied customer." The more extensively a
testimonial is attributed, the more credible it becomes.
Brochures, Letters, and
Advertisements
Brochures, letters, and
advertisements all have a limited amount of space. Start by
crafting your key messages and then choose a testimonial that
illustrates your point.
Newsletters
A
newsletter featuring a customer success story is an excellent
way to build your relationship with prospects and customers
and stimulate sales. When you feature a customer in your
newsletter, make them look brilliant for using your product or
service and also create a "win-win" by promoting your
customer's business.
Web Sites
When a
prospect lands on your web site, they want to know if you have
the solution to their problem. Include newsletters, case
studies, testimonials and a short video of your customer
speaking about your company on your web
site.
Customer Success Stories or Case
Studies
Instead of using a short quotation from
your customer, consider creating a separate marketing piece
that describes a problem that was solved and how it positively
impacted your customer's business. Use the case study in your
marketing kit and web site to demonstrate credibility.
Begin With the End in Mind
Remember when
Steven Covey listed "Begin with the end in mind" as one of his
7 Habits of Highly Effective People? The concept
applies to using testimonials, too.
Your ultimate goal
is to convince prospects to buy. Make sure your testimonials
are relevant and believable. Use testimonials strategically to
make your prospects comfortable that you have the product or
service that they need.
For More Information
For more information
about how marketing can help your business, visit
our
Insight Consulting web site or call Peggy Morrow at (847)
252-7445.
