Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known <BR>company name or brand name. But small companies have to <BR>create their own credibility. One of most powerful tools you <BR>can use for this is customer testimonials.

Here are 5 tips to help you get persuasive testimonials <BR>...and use them to convert prospects into buyers.

1. Continuously Collect Testimonials

Start by setting up a file to store the positive comments <BR>you get from customers. Many good testimonials are hidden in <BR>the casual comments customers make during normal <BR>communications.

Don't overlook the positive comments you get by phone or in <BR>person. Write them down and add them to your file.

Next, look for some ways you can stimulate customers to give <BR>you testimonials. For example, send a postcard or email <BR>message to recent customers asking what they liked best <BR>about your product or service. You'll be surprised at some <BR>of the glowing comments you get.

You don't need a lot of testimonials before you can start <BR>using them. Three is normally enough unless your sales <BR>message is unusually long.

2. Try to Get Varied Testimonials

All of your prospects and customers are not exactly the <BR>same. Different aspects of your products and services are <BR>likely to appeal to different prospects.

Try to get testimonials that mention a variety of results <BR>achieved by your customers. The more benefits you can reveal <BR>with customer testimonials, the more business they will <BR>generate for you.

3. Some Testimonials Are Better Than Others

Avoid using testimonials that are not specific. For example, <BR>"I really liked your service a lot", is nice for you to <BR>know. But it won't stimulate many prospects to buy.

Instead, look for testimonials that describe specific <BR>results. For example, "In just 2 weeks I lost 9 pounds, feel <BR>years younger and still continue to enjoy my favorite <BR>foods." That testimonial will motivate anybody who wants to <BR>lose weight to get your program fast.

4. Get Permission to Use Testimonials

Always get your customer's permission before using their <BR>testimonial. And tell them how they will be identified with <BR>the testimonial. For example, I usually include at least my <BR>customer's name, city and state (or country).

If you sell to businesses instead of to individuals you may <BR>want to include some other things about each customer with <BR>their testimonial. For example, your customer's title, the <BR>company name, the type of industry or anything else that <BR>would appeal to other customers like them.

5. Highlight Testimonials When You Use Them

You can group all testimonials together in your sales letter <BR>or web page ...especially if the message is short. Or you <BR>can scatter them strategically throughout your message <BR>...especially if the message is long. But always highlight <BR>testimonials so they stand out from the rest of your <BR>message.

For example, display them in italic letters enclosed in <BR>quote marks. On web pages you can further highlight them in <BR>yellow or some other color that contrasts with the <BR>background color of the page.

The 5 tips in this article revealed how you can get <BR>persuasive testimonials - and use them with maximum impact. <BR>Start applying these tips now in your business and you will <BR>quickly start converting more prospects into buyers.

(c) 2004 Bob Leduc <A target="_new" href="http://BobLeduc.com">http://BobLeduc.com</A>

Bob Leduc spent 20 years helping businesses like yours find <BR>new customers and increase sales. He just released a New <BR>Edition of his manual, How To Build Your Small Business Fast <BR>With Simple Postcards ...and launched *BizTips from Bob*, a <BR>newsletter to help small businesses grow and prosper. You'll <BR>find his low-cost marketing methods at: <A target="_new" href="http://bobleduc.com/">http://BobLeduc.com</A> <BR>or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV