Testimonials Convert Prospects Into Buyers

by Bob Leduc

Published on this site: July 14th, 2004

Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility. One of most powerful tools you can use for this is customer testimonials.

Here are 5 tips to help you get persuasive testimonials ...and use them to convert prospects into buyers.

1. Continuously Collect Testimonials
   
   Start by setting up a file to store the positive comments you get from customers. Many good testimonials are hidden in the casual comments customers make during normal communications.
   
   Don't overlook the positive comments you get by phone or in person. Write them down and add them to your file.
   
   Next, look for some ways you can stimulate customers to give you testimonials. For example, send a postcard or email message to recent customers asking what they liked best about your product or service. You'll be surprised at some of the glowing comments you get.
   
   You don't need a lot of testimonials before you can start using them. Three is normally enough unless your sales message is unusually long.
   
   
2. Try to Get Varied Testimonials
   
   All of your prospects and customers are not exactly the same. Different aspects of your products and services are likely to appeal to different prospects.
   
   Try to get testimonials that mention a variety of results achieved by your customers. The more benefits you can reveal with customer testimonials, the more business they will generate for you.
   
   
3. Some Testimonials Are Better Than Others
   
   Avoid using testimonials that are not specific. For example, "I really liked your service a lot", is nice for you to know. But it won't stimulate many prospects to buy.
   
   Instead, look for testimonials that describe specific results. For example, "In just 2 weeks I lost 9 pounds, feel years younger and still continue to enjoy my favorite foods." That testimonial will motivate anybody who wants to lose weight to get your program fast.
   
   
4. Get Permission to Use Testimonials
   
   Always get your customer's permission before using their testimonial. And tell them how they will be identified with the testimonial. For example, I usually include at least my customer's name, city and state (or country).
   
   If you sell to businesses instead of to individuals you may want to include some other things about each customer with their testimonial. For example, your customer's title, the company name, the type of industry or anything else that would appeal to other customers like them.
   
   
5. Highlight Testimonials When You Use Them
   
   You can group all testimonials together in your sales letter or web page ...especially if the message is short. Or you can scatter them strategically throughout your message ...especially if the message is long. But always highlight testimonials so they stand out from the rest of your message.
   
   For example, display them in italic letters enclosed in quote marks. On web pages you can further highlight them in yellow or some other color that contrasts with the background color of the page.

The 5 tips in this article revealed how you can get persuasive testimonials - and use them with maximum impact. Start applying these tips now in your business and you will quickly start converting more prospects into buyers.

Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards ...and launched BizTips from Bob, a newsletter to help small businesses grow and prosper. You'll find his low-cost marketing methods at: http://bobleduc.com/ or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV.