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Tapping Into The Power of Testimonials
By Kristie T

=WHY USE TESTIMONIALS=

Simply said testimonials SELL! In fact, testimonials have been known to increase sales by 250% or more! The Internet is a very impersonal medium. People trust people! The more you can do to “humanize” your web site the more likely potential customers will want to do business with you. Testimonials “speak” to potential customers in a honest, believable way.

Buying products on the web can be scary.

Customers want to know :
- Is a web site secure?
- Is this a reputable business?
- Does this product actually do what they promise it does?
Customer testimonials can PROVIDE the answers to such questions, BUILD trust and CLOSE sales!

=HOW TO GET TESTIMONIALS=

Want a sure-fire way to get customer testimonials? Ask for them! Most customers would be happy to assist you. And you'll feel GREAT when you hear all the positive feedback!
Here’s a sample letter to use.

1. ASK CURRENT CUSTOMERS When job is finished ask your customers what they liked best about your product or service. There are many ways to ask including:

• Phone Call
• Email
• Postcard
• Letter
  (If asking for mail feedback always use a self addressed stamped envelope)

2. HOST A FREE TRIAL WITH A TEST GROUP Give a free trial to a group of users in your target market. Ask them: - if they found it useful - what they would pay for a product like that - how they would improve the product.

3. GIVE A FREE TRIAL TO AN INDUSTRY EXPERT Someone with a complete knowledge of your field is well suited to judge how your product works. Remember how powerful “ 9 out of 10 dentists” recommending Brand X toothpaste was?

NOTE: ALWAYS get permission to use the testimonial.
Have them sign a release form granting their permission.
Here is a sample release you can try.

=HOW TO USE TESTIMONIALS EFFECTIVELY=

1. FULLY IDENTIFY THE QUOTED PERSON - Use full name, company name, maybe even city, state, or age!

Ex. of SIGNED Testimony
(Jim Erickson from Whizbang International)

Ex. of GENERICALLY SIGNED Testimony:
(from J.E. from a Leading Manufacturing Firm)

2. USE BENEFIT ORIENTED TESTIMONIALS - Specific testimonials can reinforce key benefits of your product or service. See examples below:

Benefit Based Testimonial:
" Grandma Madison’s pies taste so fresh
compared to other store bought pies!”
(Freshness is key benefit)

General Testimonial:
“Grandma Madison’s pies are fantastic.”
(nice, but too general)

3. QUANTIFY THE BENEFIT - Using numbers help people “measure” the benefit in their minds.

Example of measurable benefit
“The Whizbang system has helped us increase our profits by 30 percent in the first 6 months!

Or “Using Whizbang has helped us realize a 42 percent savings in labor and consulting fees!”

=WHERE TO USE TESTIMONIALS=

• Grouped on a testimonials page of your web site
• Scattered throughout your web site in 1or 2 line snippets
• Email marketing letters
• Newsletters
• Direct Mail
• Brochures

The words of a satisfied customer are powerful tools for building trust, promoting your reputation, and increasing sales and profitability! I urge you to tap into the power of testimonials for promoting your business.

Article by Kristie Tamsevicius - Dubbed as the "Marketing Maven & Brander Extraordinaire" Kristie Tamsevicius turns entrepreneurs into the lavishly paid in-demand experts in their field. Learn how branding helps you to attract customers, build income, & gain visibility while successfully promoting your business online with our FREE report "Web Branding Secrets" by visiting www.brandingonthenet.com.