Use Testimonials to Boost Your Credibility — And Response
by Alan Sharpe
Published on this site: September 20th, 2005 - See
more articles from this month
Correct me if I am wrong, but there is nothing more powerful
in a business-to-business sales letter than a credible testimonial
from a person in your prospect’s peer group.
Testimonials are valuable because they say what you cannot.
If you say it, you’re boasting. If a satisfied client
says it, they are applauding. Here are some tips on using
testimonials to make your sales letter pitches more plausible--and
profitable.
- Don’t write your own
I have a standing policy never to write testimonials for
others to sign. I don’t put words in a client’s
mouth. That’s because real testimonials have an authentic
sound to them that you cannot reproduce with your own pen.
The only change I make to testimonials is to correct typos
and grammatical mistakes that would otherwise embarrass
the person making the testimonial.
- Attribute the testimonials fully
There may actually be a J. K. in Wyoming but I do not know
him, and neither do your prospects. Your testimonials carry
the most credibility when they are attributed to a person
by name, and include that person’s job title and company.
Prospects check up on us direct mail marketers, you know.
I recently landed a contract with a client who, before retaining
my services, visited my online testimonials page, clicked
on one of the company links, and asked to speak to the person
who had given the testimonial.
- Match your testimonials with your target audience
Ideally, you should have an arsenal of testimonials at your
disposal for every kind of tactic and target audience. The
best sales letters use testimonials that match the industry,
business challenge and job title of the prospect. Collect
testimonials about your product quality, customer service,
response times, professionalism, value for money and so
on. Then pick the testimonial that matches your selling
proposition, offer and audience.
For example, the best testimonial to use when targeting
dentists who buy continuing education courses online is
one from a dentist from your prospect’s city (or state
or province) who was extremely satisfied when buying online
continuing education courses from you.
- Ask permission
This goes without saying, which, in English, means I am
going to say it. Always get written permission from your
clients and suppliers to use their testimonials in sales
letters, collateral and online.
- Turn compliments into testimonials
You don’t have to solicit testimonials if your customers
regularly say or write nice things about you, which I imagine
is the case. Simply ask their permission to quote what they
have already said.
Alan Sharpe is a business-to-business direct mail copywriter
who helps businesses attract new clients using direct mail
marketing. Sign up for free weekly tips like this at http://www.sharpecopy.com/newsletter
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