An extremely powerful marketing tool that we get "too busy" or "too smart" to use is the testimonial.
According
to marketing guru Dan Kennedy, "What others say about you and your
product, service, or business is at least 1000% more convincing than
what you say, even if you are 1000% more eloquent."
The
reason is obvious. Customers doubt what we say about ourselves, but
believe other customers. And the more customers who say good things
about us, the more prospective customers will believe them. Is this a
new idea?
Frank Bettger discussed the power of testimonials in Chapter 18 of How I Raised Myself From Failure To Success In Selling, published in 1949, and I'm sure there are earlier examples.
When
Ira Hayes of National Cash Register made sales calls, his presentation
principally consisted of showing binders of testimonial letters to his
customers.
Time management consultant
Larry Dolan told marketing guru Dan Kennedy he closes every inquiry he
gets for a speaking engagement. He has no brochure, no demo tape, no
video tape. When a prospective client calls, Larry simply sends a
hand-addressed box of copies of testimonial letters.
Can
you imagine the power of hundreds of letters praising his presentation?
This is more compelling and believable than anything Larry could say
about himself.
So when you send a sales
letter, include as many testimonials as possible. The testimonials are
more likely to make the sale than your letter. When you make a sales
presentation, have a supply of testimonial letters. If possible, get
audio tapes and video tapes with testimonials.
Include
testimonials in your advertisements. In some cases, an entire
advertising campaign can be built around a series of testimonials. Those
who are not permitted to use testimonials about the results of their products or services may be able to use testimonials about how
they deliver their products or services. If these limitations apply to
you, get legal counsel to advise you about what you can do.
For
example, "The team at the Dr. Roth's office are so nice I would like to
visit there for my summer vacation. They made me very comfortable when I
had always been stressed out going to a dentist. Their office is so fun
and oriented to patients that when I go there I feel like I'm at
Disneyland! They took care of all of the paperwork for my insurance
claims and helped me arrange a payment plan for my co-payment."
�
How To Get Testimonials
First,
you must provide an outstanding product and service. Then, ask your
customers for help. Interview your customers about what they really like
about your product and the service you provide. What do they especially
like about working with you and your company? Ask if they would write
what they told you in a letter or if you can write it for them for their
approval. Ask if you can tape record or video record your interview. If
you make a presentation, request that the audience complete evaluation
forms. Some of the comments could be valuable testimonials.
Another
source of testimonials is a client/customer advisory board. We had a
client advisory board for our firm last year. As a warm up, we asked the
participants to tell about how they were involved with our firm. They
responded with at least a half hour of beautiful testimonials, many of
which we incorporated in our firm brochure. (Facilitating
client/customer advisory boards is one of the services we offer.) Ask
for, collect, and use testimonials for your business and you will see an
improvement in your results!
Friday, February 12, 2016
