Practical guides
www.2020insights.com
Practical guides
Why are testimonials so powerful?
One of the most under-used but potentially valuable marketing tools
No matter how strong your sales and marketing skills or how well you communicate the benefits of your products, nothing communicates the quality of what you are offering better than the words of people who have experienced doing business with you.
Plus - testimonials are free!
Five key elements to building effective testimonials:
Describe why and how
The best testimonials give a detailed and specific description of how the person has benefited from what you have to offer. Here's an example:
"FT Partners are great consultants. I highly recommend them".
This is not a particularly effective testimonial. It is important to describe specifically the benefits of using their services:
"FT Partners are great business consultants. They are always available to answer my question and just one piece of advice that they gave a few months ago saved me £4700. Above all I trust them, so if you need an effective business consultant, I strongly recommend them."
If the customer is happy, ask for a testimonial
One of the biggest obstacles to growing your business is convincing people that you can really deliver on your promises. A testimonial does it for you. So, when customers tell you they're pleased with you, don't be shy. Ask if they would be willing to share their experience with others. Most will actually jump at the chance to write a testimonial for you. You know what it is like to experience a great product.
Name the customer
Don't use anonymous testimonials because people don't believe them. Include your customer's name and if appropriate their business name on the testimonial.
Use them - everywhere
Once you get testimonials - use them! Put them everywhere: on your website, brochures and emails. In fact, testimonials are a great way to handle objections - for example if a customer tells you they think you're too expensive, pull out five testimonials from customers explaining why you're worth every penny. This is very powerful.
Make it part of your standard business process
If you are starting a new business, plan to make testimonials an integral part of your marketing from the outset. You could even give your first customers a price reduction if they'll write you a great testimonial.