Best Practices for Using Testimonials
Best Practices for Using Testimonials
Thoughtful placement of testimonials helps your future customers feel more confident and attracted to what you have to offer. Think about your own "buying behavior" for a minute. It's easier to make a decision about your purchase after you've read, heard or seen testimonials!
Here are a few quick and easy tips on how to get and use great testimonials:
1. Be ready for "impromptu" testimonials - When your clients give you glowing, positive feedback, jot it down. Ask your client, "May I quote you on that?" People love to help and are happy to have you quote them.
2. Jazz it up - Get their picture and add it to their testimonial on your web site, newsletter, and other marketing promo material. Creating audio and video testimonials? Huge plus! For high quality audios try Audio Acrobat. Great service. Video testimonials after a workshop are easily done with a "Flip" camera.
3. Best to use client's full name (have you seen testimonials with initials only?) - Using initials doesn't have the same "power" as a person's full name. If they have a web site, all the better!
4. Respect your client's time - People are so busy these days, you can do your client a big favor and create a "sample" testimonial based on the results they experienced with your service. Ask them to tweak it in their own words. This is a nice time saver for you and your client!
5. Concentrate on results and outcomes - This is what we are buying, right? We want to know that if we make this investment we are going to get the results we want. Make sure your testimonials reflect this. Testimonials that speak to what a nice person you are may be pleasant to read, but won't cut it when your potential client is making a buying decision about your service. They are looking for results.
I'd love to hear your thoughts on best practices on testimonials!
Best Practices for Using Testimonials - To learn more about this author, visit Diana Long's Website.
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One of the best ways for business owners to upgrade all types of marketing collateral is to provide compelling testimonials from your enthusiastic and satisfied customers.
Thoughtful placement of testimonials helps your future customers feel more confident and attracted to what you have to offer. Think about your own "buying behavior" for a minute. It's easier to make a decision about your purchase after you've read, heard or seen testimonials!
Here are a few quick and easy tips on how to get and use great testimonials:
1. Be ready for "impromptu" testimonials - When your clients give you glowing, positive feedback, jot it down. Ask your client, "May I quote you on that?" People love to help and are happy to have you quote them.
2. Jazz it up - Get their picture and add it to their testimonial on your web site, newsletter, and other marketing promo material. Creating audio and video testimonials? Huge plus! For high quality audios try Audio Acrobat. Great service. Video testimonials after a workshop are easily done with a "Flip" camera.
3. Best to use client's full name (have you seen testimonials with initials only?) - Using initials doesn't have the same "power" as a person's full name. If they have a web site, all the better!
4. Respect your client's time - People are so busy these days, you can do your client a big favor and create a "sample" testimonial based on the results they experienced with your service. Ask them to tweak it in their own words. This is a nice time saver for you and your client!
5. Concentrate on results and outcomes - This is what we are buying, right? We want to know that if we make this investment we are going to get the results we want. Make sure your testimonials reflect this. Testimonials that speak to what a nice person you are may be pleasant to read, but won't cut it when your potential client is making a buying decision about your service. They are looking for results.
I'd love to hear your thoughts on best practices on testimonials!
Best Practices for Using Testimonials - To learn more about this author, visit Diana Long's Website.
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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