Use Testimonials To Drive Marketing And Sales @TenTonOnline

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Transcription:

how to use testimonials in marketing

Testimonials are a huge and under-utilized marketing tool. Many, many businesses don't use them...for no better reason than simply being lazy and not collecting them or asking customers for them.

Businesses who do use testimonials often hide them or bury them at the bottoms of pages or brochures. This is because testimonials are maybe not properly understood. What are testimonials. What are they used for? What is their purpose?

Here's what testimonials are all about: You can talk about your business all you want. You can tell your market that you're #1 (don't do that!) And you can tell them that you've got the best prices anywhere (don't do that either!)...

But if they've never purchased from a particular business before, potential customers have been trained to not quite trust or believe what businesses say.

What testimonials do is, it's like the business owner saying, "But don't take my word for it. Here's what Sarah had to say..." Or, "Sabrina was facing a similar problem. Here's what happened after she bought our product..."

Of course, testimonials are never introduced like this, but you get the idea. Testimonials show potential customers that other people who are just like them, who face the same sorts of problems and challenges, were able to overcome those challenges and fix those problems by purchasing your product or service.

Testimonials are written in the words of your successful customers, not you. They show potential customers that someone else just like them has gone ahead before them...and gotten great results after buying from you.

Now all this said, I have some strong guidelines for using testimonials in your small business.

First, all testimonials have to be real. They have to be from actual people who have used your product or service. No fake testimonials. That's bad karma, underhanded, and deceitful.

Second, there are different kinds of testimonials you can use. Yes, believe it or not, testimonials come in different styles.

There are the sugary type of testimonials that say things like, "This product is awesome, I absolutely love it! Great stuff!"

And then there are much more in-depth, detailed testimonials. I talk about the different types of testimonials in other videos so you might want to check those out.

Third, USE the testimonials you gather. Put them on your website, in your marketing materials, on your product pages, and anywhere else where potential customers are going to see them.

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