|
TESTIMONIALS MAKE A DIFFERENCE
Get Them And Use Them
By Daniel Felsted
Recently I was developing a testimonial solicitation program for a client. While researching. I was reminded of the power testimonials have on the consumer and how important they are to your marketing plan.
A strong testimonial is more powerful than any other form of advertising you can do. While consumers generally distrust advertising, they do trust what their fellow consumers say about you. Knowing this you can really add power to, and profit from, the advertising you do.
To take advantage of these facts, create a testimonial solicitation program of your own. Consider including the following:
• A solicitation letter, for new customers, asking for comments about your products and services.
• A follow-up letter for permission to use unsolicited testimonials, from past current customers, in your marketing materials.
• A premium; something you give as a thank you in exchange for their kind words.
• A simple survey.
Another way to strengthen your testimonial program is to tie it into your referral program.
It is so important to keep in contact with your current and/or best customers, and by soliciting their feedback through testimonial requests you will be kept abreast of how they feel about your company’s products and services.
Keeping in touch with your customers shows that you care about them and want to do everything possible to satisfy their needs. When you show your commitment to your customers you are well on the way to “WOWing” your customers. When you “WOW” them you are assured positive, word of mouth advertising and customer loyalty—which directly translates into higher profits.
Loyal customers spend more for a longer period of time—who wouldn’t want that? Again, what is important here is, knowing how your customers feel. When you are satisfying your customers you will not have to have a “sale” to bring in customers. They will come because of the little things you do on a daily basis to make them happy.
In fact, when you are “WOWing” your customers, the only time you need to have a sale is when you want to thank your customers for being so loyal.
Customer testimonials are a great way to assess how well you are satisfying your customers. Keep a binder full of testimonials to draw from. It is almost as good as having money in the bank.
Develop your own testimonial solicitation program and discover how much valuable information you can gather about your customers and how easy it is to do.
Here are some tips on how to use the testimonials you get:
• Don’t be afraid to use long testimonials. The longer the testimonial is the more impact it will have on your consumer.
• Don’t edit testimonials. Leave them in the language a customer use, though it may have errors it is also more believable. The more detail the testimonial has, the stronger its appeal to your customer.
• Whenever possible, use full name, titles, county, and state of residence of the person offering the testimonial. Where you can, use a picture of your customer with the testimonial.
• Consider grouping a number of testimonials together for added strength.
If you would like sample letters of how to solicit testimonials, send me an email and I’ll gladly forward you a copy. I have also finished writing my latest book, Great Customer Service: The Best Way to Avoid a Discounted Sale. It is packed with insider tips on how to win your customers heart, minds and money. I have a .pdf that I will forward to you just for the asking.
Back to article archive
You have permission to use this article for personal use. If you want to use it for other purposes contact me and I'll gladly give you permission. All I ask is you contain the following:
Daniel C. Felsted is a marketer of ideas. The Image Foundry is a full service corporate marketing training consultancy. Specializing in customer service, employee training and developing internal marketing strategies that grow your business—fast.
|
