Testimonials. What Others Are Saying

Right To Your Face

It's a fact of life, what others say about you has infinitely more impact than what you say about yourself.

It's important to take the positive comments of past customers and use them in the all your sales material. People want to believe what you say, but they are skeptical. Reading or hearing what others say about you or your product will help them feel like they can have a satisfactory experience with you or your company as well.

Testimonials are one of the most powerful things you can use to give your marketing message that extra bit of credibility that will convince your audience that you are the only choice. In this section I'm going to tell you about a powerful way to use the principal of "OPP" (other peoples praise) for you.

It's been said that a picture is worth a thousand words. I've also told you that long copy outsells short copy almost 100% of the time. So if we make a small logical argument here we could say that combining a picture with proven copy can do wonders for your response.

The most memorable example in my mind is that of a past client in a service business who took a letter that had been working very well for years and put a picture of his entire team on the front page. This allowed the recipients of the letter to see that there was a face, in fact a whole company of faces behind his incredible offer of a free service. Now, all he did was add a picture. But then we put in an extra page full of client testimonials with a headline something like this:

"Here's What Other Fine Folks Like You Have To Say About XYZ's Cleaning," then we filled that page front and back with as many testimonials as we could get. One or both of these ideas may make a tremendous difference in your promotions.

Now here's where it all comes together. Let's say you write a letter to qualified prospects, from say — a purchased list. This list identifies the top characteristics of your ideal prospect so you know you've got a good target. You send out a letter that offers a contest to win a something that you sell, either a product or a service FREE. You could create a contest based on your own set of rules, but here's some ideas.