“The Awesome Power of Testimonials For Marketing Your Business!”
By J. Glenn Ebersole, Jr., Founder & Chief Executive of J. G. Ebersole Associates and The Renaissance Group ™
One of the most extremely powerful marketing tools that we have in business is the testimonial. Yet many times we use the excuse of being “too busy” or “I am not comfortable asking” to not actively request testimonials from our clients and customers. Well, I want to tell you that testimonials can have a tremendous impact on people deciding whether or not to do business with you and your company. And why is that true? People feel more confident about doing business with you if they know there are other satisfied customers. Frankly, the use of testimonials is one technique that is virtually guaranteed to increase your business.
Can you imagine the awesome power of 10, 25, 50 or more testimonials praising your products and/or services, a presentation you made or some personal attribute? This would be more compelling and believable than anything you could say about yourself when presenting yourself and your company to a prospective or existing client. Testimonials provide a reason to believe, which is a major element of a successful integrated marketing communications strategy.
The testimonial can be written or spoken and is most powerful when it comes from a person or persons with a similar profile as the people in your target market. Whenever you have a customer, peer, industry expert, or other key influencer extol the value and benefits of your products and/or services, you gain a powerful endorsement and a compelling reason to believe in your ability to deliver the promised benefits and values to the client.
When we create integrated marketing communications plans with our clients, I stress the power of testimonials as a marketing tool. Why do I do this? I do it because I have seen testimonials as third-party credible evidence that convince prospects that the company will deliver on their promises. Testimonials are more likely to be believed than advertisements, direct mail, and other marketing materials. I also have found that peer testimonials are the top reason or influence for buying certain types of products, especially those that involve high technology.
Testimonials on your web site serve many positive purposes. One of the main purposes is that your company is legitimate, has been in business for a period of time and has provided the products and services claimed to satisfy customers. In addition, when people read testimonials, they feel more confident in your company, products and services.
My closing thought is to strongly encourage and recommend that you seek testimonials and integrate them into your marketing and sales activities. Use the power of testimonials to help grow your business. Why not commit yourself today to using this powerful marketing tool. I invite you to visit my web site at www.marketingguru4u.com to see firsthand how testimonials are incorporated throughout a web site.
“The Awesome Power of Testimonials For Marketing Your Business!” - To learn more about this author, visit Glenn Ebersole's Website.
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