Testimonials Convert Prospects Into Buyers
by Bob Leduc
Big businesses get instant credibility with their well-known company
name or brand name. But small companies have to create their own
credibility. One of most powerful tools you can use for this is
Here are 5 tips to help you get persuasive testimonials ...and
use them to convert prospects into buyers.
1. Continuously Collect Testimonials
Start by setting up a file to store the positive comments you get
from customers. Many good testimonials are hidden in the casual
comments customers make during normal communications.
Don't overlook the positive comments you get by phone or in person.
Write them down and add them to your file.
Next, look for some ways you can stimulate customers to give you
testimonials. For example, send a postcard or email message to recent
customers asking what they liked best about your product or service.
You'll be surprised at some of the glowing comments you get.
You don't need a lot of testimonials before you can start using
them. Three is normally enough unless your sales message is unusually
2. Try to Get Varied Testimonials
All of your prospects and customers are not exactly the same. Different
aspects of your products and services are likely to appeal to different
Try to get testimonials that mention a variety of results achieved
by your customers. The more benefits you can reveal with customer
testimonials, the more business they will generate for you.
3. Some Testimonials Are Better Than Others
Avoid using testimonials that are not specific. For example, "I
really liked your service a lot", is nice for you to know.
But it won't stimulate many prospects to buy.
Instead, look for testimonials that describe specific results.
For example, "In just 2 weeks I lost 9 pounds, feel years younger
and still continue to enjoy my favorite foods." That testimonial
will motivate anybody who wants to lose weight to get your program
4. Get Permission to Use Testimonials
Always get your customer's permission before using their testimonial.
And tell them how they will be identified with the testimonial.
For example, I usually include at least my customer's name, city
and state (or country).
If you sell to businesses instead of to individuals you may want
to include some other things about each customer with their testimonial.
For example, your customer's title, the company name, the type of
industry or anything else that would appeal to other customers like
5. Highlight Testimonials When You Use Them
You can group all testimonials together in your sales letter or
web page ...especially if the message is short. Or you can scatter
them strategically throughout your message ...especially if the
message is long. But always highlight testimonials so they stand
out from the rest of your message.
For example, display them in italic letters enclosed in quote marks.
On web pages you can further highlight them in yellow or some other
color that contrasts with the background color of the page.
The 5 tips in this article revealed how you can get persuasive
testimonials - and use them with maximum impact. Start applying
these tips now in your business and you will quickly start converting
more prospects into buyers.