The Testimonial: An extremely powerful marketing tool that we get “too busy” or “too smart” to use!

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.

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.

How can you 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.

Ask for, collect and use testimonials for your business and you will see an improvement in your results!