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How to Use Testimonials in Your Business

Written by: Jay Lipe

Article Overview: What’s one very effective way to convert prospects into first-time buyers? Testimonials from satisfied customers. But how do you go about collecting them? And what should they say? Here are some tips and techniques on using testimonials in your marketing effort…

How to Use Testimonials in Your Business

What’s one very effective way to convert prospects into first-time buyers? Testimonials from satisfied
customers. But how do you go about collecting them? And what should they say? Here are some tips and
techniques on using testimonials in your marketing effort…
What testimonials do for your business
Build bonds of trust
It’s a fact of life that we do business with those we trust. But these days, tooting your own horn
too much can submarine your marketing effort. Conversely, when a prospect reads a testimonial about
your company, from a complete stranger, it’s considered objective feedback. And so, it’s more believable.
Improve credibility
A client of ours sells telecommunications services to Fortune 500 companies. Yet, nowhere in
their materials do the names of these companies or people appear. This is a missed opportunity. Prospects,
especially those in Fortune 500 companies, want to know you’ve worked with companies like theirs.
Now, I can hear a lot of you out there saying, “Why would I want to tip our competitors off to who
our clients are?” The answer is that you risk more by not doing so. If prospects can’t find enough warm
and fuzzies in your materials, they’ll take their business elsewhere. And, very likely, it will be to your
competitor who does publish testimonials with names.
All things in marketing involve risks, but publishing testimonials from satisfied customers, is one
well worth taking.
Demonstrate success
When you develop a head-turning testimonial, your prospect almost feels the success you’ve
created for others. First-time buyers want to work with successful companies—hoping a little of that
“Make yourself necessary to somebody.”
Ralph Waldo Emerson
Poet
Page 2
success rubs off on them. Read this next testimonial and ask yourself if it doesn’t make you want to do
business with this company:
“XYZ Laundry Supply was there from day 1, all the way to completion.
They took the time to teach me all I needed to know about this
business. Now that my first coin laundry is open, I’m looking to open
another and I feel like XYZ and I are on a mission together.”

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