In this newsletter I am going to share one very powerful strategy with you that will generate more leads for your product/service and increase your conversion rates!
No Results - No Fee Newsletter
The Magic Power of Persuasion
Testimonials are powerful! They create believability, credibility, and a sense of security for your customer. They help to break down the natural barriers and distrust that most buyers feel towards you or your business.
Here is a great testimonial that has increased attendance for my Marketing Focus Groups... (Next ones are December 9th and 10th see www.Marketing-Focus-Group.com)
Rescue from Financial Distress'Gregor, you are the bailout guru for business mediocrity - enabling entrepreneurs and business owners to far surpass possibilities when everyone else seems distressed. You are the cure for the distressed small business.' Sacha Fernandes |
Watch any infomercial and you will see that they are loaded with customer testimonials. Why?
Because they work!
Testimonials have the magic power of persuasion. Look at the success of the George Foreman Grill. Foreman has sold millions of dollars worth of this product. Better said, the company that developed the grill has sold millions of dollars worth of grills by using George Foreman's testimonial.
People have an inbred automatic response to mimic what other people do. Why do you think television producers play recordings of laughter when a punch line is said during a sitcom? Because they know that it will make the live audience laugh, even if the punch line wasn't funny.
Strange? Even stranger is that the people in the audience know that it's just a recording of fake laughter nut producers have found that when the recorded laughter is turned up, the live crowd laughs even louder. It's a natural instinct to mimic what others are doing.
Customers who give testimonials are more loyal
An extra bonus is that testimonials will also create more loyalty in your customers. Once people have put their name and reputation on the line by publicly endorsing a product or service (or person), they will stand behind that decision even if they find out it's a bad one.
In addition, when you ask your customer for a testimonial, they will feel as though they are helping you and your business grow. Because they feel as though they have a direct hand in the success of your business, they will stay loyal.
Ten LGC strategies for successful customer testimonials
There's more to obtaining testimonials than just asking your customers for their comments and feedback. If you want to have powerful testimonials that catch your prospects' attention and build a relationship of trust, you should consider the following testimonial strategies.
Strategy # 1:
Try to get a testimonial from your customer as soon as possible. This could be the day you make the sale, or within the first week after you make the sale. Your customer will be at their 'giddiest' and most motivated to write you a great testimonial during this time period. Don't wait until the honeymoon period is over. Consider having them write the testimonial before they leave your office or store.
Strategy # 2:
Always ask your customers to include your unique selling proposition (USP) in the testimonial. For instance, if your USP includes exceptional customer service, same-day installation, and a money_back_guarantee then ask your customer to attest to those qualities.
Strategy # 3:
Don't ask for customer testimonials in survey requests. Many businesses make the mistake of sending out customer surveys to get the feedback from their customers, in addition to testimonials. Your customer needs to have the freedom to stay anonymous and say negative things in your survey, which is opposite of what you're looking for.
Strategy # 4:
Have your customers be specific in their testimonials, For instance, if you delivered your product the same day your customer purchased it, tell your customer to include the time that it arrived. If you delivered some kind of outrageous act of customer service have them write specifically about what you did and how it helped your customer.
Strategy # 5:
Ask your customer to talk about the struggles they were having previous to receiving the benefits of your product or service. Most likely, the reader will have had the same or similar struggles and will empathize. This will only make your prospect more interested in receiving the benefits of your product or service.
Strategy # 6:
Have your customer state their credentials. This will make their testimonial even more persuasive because their comments will be seen as coming from a credible source. People tend to believe others in positions of perceived authority.
Strategy # 7:
Always try to get a picture with them using your product or service. As a matter of fact, try to take the picture yourself so that you know you'll get a good one. Take several and make sure they are showing the benefits of the product or service. Pictures double the effectiveness of your testimonial and bring the testimonials to life.
Strategy # 8:
Make sure you get permission from your customers to use their testimonials in your advertising. Thank them profusely and let them know that it is testimonials like theirs that help your business grow.
Strategy # 9:
Ask them if you cannot only use their name but the town/city they live in. Addresses, even if it's just a city name, increase the believability of the testimonial. It demonstrates that they are real people who live in the same community as your prospects.
Strategy # 10:
Now here is a controversial antic but it has worked every time for me. Let's suppose your customer procrastinates to send in their testimonial. Call them up and mention that you know they are very busy but you value them as a customer and their testimonial is important to you.
Suggest that to save them time and hassle, you will draft a testimonial for them and they can make any editing changes they want. Then send it back. Of course, you will want to send a self addressed envelope. You get the perfect testimonial and they do not need to do any work again, this tactic has worked remarkably for our clients.
Here is a sample letter from the Hot Tub industry asking for a testimonial from a customer;
Dear Frank,
Thank you for purchasing your spa from Hot Tub City. It was great experience helping you in your selection process. You were well informed which made our job easy. We wish we had more customers such as you who take the time to make a good decision.
We know you had several choices to which to purchase your hot tub and we were flattered and grateful that you chose to purchase your hot tub from us. We consider it an honour when someone shops around and comes back to purchased at Hot Tub City.
From time to time we ask a few of our special customers for their feedback. We often use this feedback as a testimonial in our marketing material.
Because we had such a pleasurable time with you George, could I ask you to jot down a few words about your experience with us and those that helped you, so that we can use what you say in our marketing material? You would be helping us tremendously with our marketing efforts.
You might want to include specifics such as names, positive incidents, and how you feel today about owning your hot tub. Again, this will help us as we market our products and services here in the Calgary area.
Enclosed you will find a form to use and a prepaid envelope with which to mail in back to us.
Thank you so much for your help and being a great customer.
Cordially yours,
George O'Bryan
This testimonial request letter butters up your customer as makes them feel as though is really helping out your business (and he is!). It makes him feel special and that his comment will count. It also makes it easy for him to fill out and back. The easier it is to respond, the higher your response rate will be. Always follow up a testimonial request letter with a phone call and a letter, especially if it hasn't come back after a couple of weeks. At Leader Global Consulting we always include three examples for them to use as a guide.
Always thank your customer for their testimonial
If you thank your customer for their testimonial it will increase the goodwill you already enjoy and confirm the customer's choice for sending their good name and giving you a testimonial. Take a moment to send a personal (TEMPLATED!) letter thanking them for their time and effort. The following are a couple of example letters you can use as a guideline for thanking your customer.
This sample letter is designed to go to people who have given you an unsolicited testimonial after purchasing your product/service.
Dear Mr Jones,
I wanted to thank you for your kind remarks in the letter I just received from you. Your praise of our store and its people is most gratifying.
It is unusual for someone to express his satisfaction with a product or service. It is people like you that make our special effort worthwhile.
I am very pleased that you like your new Maxis Hot Tub as much as you do. When I sold it to you, I really believed it would help your back problems and allow you to relax after a long day of work. I hope it give you many years of enjoyment.
Thank you again for your kind words. I am proud to know I have been of service. If you need anything please do not hesitate to call.
Cordially yours,
George O'Bryan
Thanking your customer always tends to improve your rapport and solidify your relationship. Besides it is common courtesy.
How to use customer testimonials once you get them
It is not enough to receive customer testimonials. Knowing how to use them in your marketing activities is what makes the difference. The following are six ideas you can use to implement testimonials into your marketing program.
Idea 1
Create a 'What people are saying' Report. I once heard the story of an independent consultant who, after proposing on a project, was asked for his resume. Instead of sending his resume, he made copies of all the testimonials people had sent him (because he asked, this was hundreds), put them in a shoe box and sent them to the company. He goes to say, he got the project.
Create your own 'What people are saying' Report by putting copies of your best testimonials together in a booklet and giving them to prospects. This will become a very powerful marketing tool for you.
Idea 2
Scatter testimonials all over your website. Many webmasters make the mistake of creating a testimonial page and putting all testimonials on one page. Place testimonials wherever you make bold claims. If you have testimonials pertaining to a specific product, place those testimonials under that product.
Another great area to place testimonials on your website is on the right and left borders. It will be a constant reminder of your credibility. If you have a sign up page of any sort, consider including a testimonial that talks specifically about what you are asking your visitor to sign up to, newsletter or access to further information.
Idea 3
Always include testimonial in your advertising. You will never see an ad in the competitive game 'weight loss programs' without a testimonial. Why? Because those advertisers know that people are sceptical of advertising (not just weight loss ads) and the most powerful way to overcome scepticism is using what others say about you/your product.
Idea 4
In every direct mail piece you send, include a one or two page list of testimonials. This gives automatic credence to whatever offer you are sending. You can make the testimonials part of the sales letter but from my experience, sending lose leaf pages of testimonials make a persuasive statement.
Idea 5
Do joint endorsed mailings. If you have an associate who has customers that might be good prospects for what you sell, ask if he would like to participate in a joint endorsed mailing in which your associate would send a letter to his customers endorsing you and your products and services. In return you send a letter to your customers endorsing your associates products and services. It's a win-win.
Idea 6
Do an endorsed referral letter promotion. This tactic is similar to idea No 5 but the promotion is done with your customers. Hold a contest of some sort and award prizes (incentives) to those customers who send in the names and addresses of three friends who they know would benefit from your products or services. Then send each of the three friends a letter with the testimonial of the person who referred them. This could give your referral program a jolt.
Start a 'Testimonial Drive' today
Chances are, you have not been diligent in asking for customer testimonials. I would urge you to make a commitment today to start asking for testimonials from 100% of your customers. You can't have enough customer testimonials.
Make a plan today to begin a 'Customer Testimonial Drive' and set a goal to obtain 100 customer testimonials within the next three months. Put a thermometer on the wall if you have to, but start today. Draft your testimonial request letter and send to out this week. Then start following up on your requests by phone next week.
Conclusion
Testimonials are a powerful tool in helping you to break down your prospects skepticism and fear. When customers give you a testimonial, they work to solidify your relationship with them because they have 'gone public' with their statement of support for your business.
Ask for testimonials from your customers as soon as they purchase your product or service. Ensure that their testimonial is very specific. Always get a picture of your customer to use with your testimonial. Don't forget to thank your customer for pledging their public support for your business. Find innovative ways to integrate your customer testimonials into your marketing program.
Now go and get some great testimonials!
Examples of great testimonials:
Hair Salon Massive Makeover! We saw our referrals increase 200% in less than a month. Retail sales increased by 138% over the same period of time. Thank you.
Susanne Radke
Mortgage Broker quadruples return! We ran an ad for $350 and it provided a $27,415.00 return! This was over a 400% improvement on the previous effort.
Monica McLeod
When we joined LGC we didn't know what to expect. We were working 16 hours a day and didn't seem to be getting anywhere. The advice and successful strategies gave us a clear business focus and the confidence to set goals we would have only dreamed about. We would never have imagined that in the first 3 months we've recorded $80,000 in sales, hired 4 new tradesmen and we have commitments for an additional $120,000 in sales on the table. Gregor is an indispensable business asset for anyone who wants their business to succeed.
Chad Bernst
Competition now accounts for 45% of our Business! Thanks to some great advice from LGC we contacted our larger more expensive competitor. He now sends us 45% of our total sales.
Adam Richards
$320,000 in Referrals! The LGC program worked well. We can attribute close to $320,000 in sales due to joining your program and on going consulting services.
Cameron Moore
In our first week Gregor has saved me 3 hours every day from just streamlining my day! Placements are up 37.50%, making us an additional $7500.00 in the first month!! Thank You Gregor!
Bottom Line Results are Impressive! We are now spending 30% less on marketing and have increased conversion rates to 54% success. Disturb story works well and NO MORE YELLOW PAGES!
Jono DeBoos
Risk Reversal Doubles Income! Does a testimonial from yourself count? We introduced a 100%_money_back_guarantee for ALL clients. Sales and revenue doubled. At LGC we practice what we preach!
Because they work!
Testimonials have the magic power of persuasion. Look at the success of the George Foreman Grill. Foreman has sold millions of dollars worth of this product. Better said, the company that developed the grill has sold millions of dollars worth of grills by using George Foreman's testimonial.
People have an inbred automatic response to mimic what other people do. Why do you think television producers play recordings of laughter when a punch line is said during a sitcom? Because they know that it will make the live audience laugh, even if the punch line wasn't funny.
Strange? Even stranger is that the people in the audience know that it's just a recording of fake laughter nut producers have found that when the recorded laughter is turned up, the live crowd laughs even louder. It's a natural instinct to mimic what others are doing.
Customers who give testimonials are more loyal
An extra bonus is that testimonials will also create more loyalty in your customers. Once people have put their name and reputation on the line by publicly endorsing a product or service (or person), they will stand behind that decision even if they find out it's a bad one.
In addition, when you ask your customer for a testimonial, they will feel as though they are helping you and your business grow. Because they feel as though they have a direct hand in the success of your business, they will stay loyal.
Ten LGC strategies for successful customer testimonials
There's more to obtaining testimonials than just asking your customers for their comments and feedback. If you want to have powerful testimonials that catch your prospects' attention and build a relationship of trust, you should consider the following testimonial strategies.
Strategy # 1:
Try to get a testimonial from your customer as soon as possible. This could be the day you make the sale, or within the first week after you make the sale. Your customer will be at their 'giddiest' and most motivated to write you a great testimonial during this time period. Don't wait until the honeymoon period is over. Consider having them write the testimonial before they leave your office or store.
Strategy # 2:
Always ask your customers to include your unique selling proposition (USP) in the testimonial. For instance, if your USP includes exceptional customer service, same-day installation, and a money_back_guarantee then ask your customer to attest to those qualities.
Strategy # 3:
Don't ask for customer testimonials in survey requests. Many businesses make the mistake of sending out customer surveys to get the feedback from their customers, in addition to testimonials. Your customer needs to have the freedom to stay anonymous and say negative things in your survey, which is opposite of what you're looking for.
Strategy # 4:
Have your customers be specific in their testimonials, For instance, if you delivered your product the same day your customer purchased it, tell your customer to include the time that it arrived. If you delivered some kind of outrageous act of customer service have them write specifically about what you did and how it helped your customer.
Strategy # 5:
Ask your customer to talk about the struggles they were having previous to receiving the benefits of your product or service. Most likely, the reader will have had the same or similar struggles and will empathize. This will only make your prospect more interested in receiving the benefits of your product or service.
Strategy # 6:
Have your customer state their credentials. This will make their testimonial even more persuasive because their comments will be seen as coming from a credible source. People tend to believe others in positions of perceived authority.
Strategy # 7:
Always try to get a picture with them using your product or service. As a matter of fact, try to take the picture yourself so that you know you'll get a good one. Take several and make sure they are showing the benefits of the product or service. Pictures double the effectiveness of your testimonial and bring the testimonials to life.
Strategy # 8:
Make sure you get permission from your customers to use their testimonials in your advertising. Thank them profusely and let them know that it is testimonials like theirs that help your business grow.
Strategy # 9:
Ask them if you cannot only use their name but the town/city they live in. Addresses, even if it's just a city name, increase the believability of the testimonial. It demonstrates that they are real people who live in the same community as your prospects.
Strategy # 10:
Now here is a controversial antic but it has worked every time for me. Let's suppose your customer procrastinates to send in their testimonial. Call them up and mention that you know they are very busy but you value them as a customer and their testimonial is important to you.
Suggest that to save them time and hassle, you will draft a testimonial for them and they can make any editing changes they want. Then send it back. Of course, you will want to send a self addressed envelope. You get the perfect testimonial and they do not need to do any work again, this tactic has worked remarkably for our clients.
Here is a sample letter from the Hot Tub industry asking for a testimonial from a customer;
Dear Frank,
Thank you for purchasing your spa from Hot Tub City. It was great experience helping you in your selection process. You were well informed which made our job easy. We wish we had more customers such as you who take the time to make a good decision.
We know you had several choices to which to purchase your hot tub and we were flattered and grateful that you chose to purchase your hot tub from us. We consider it an honour when someone shops around and comes back to purchased at Hot Tub City.
From time to time we ask a few of our special customers for their feedback. We often use this feedback as a testimonial in our marketing material.
Because we had such a pleasurable time with you George, could I ask you to jot down a few words about your experience with us and those that helped you, so that we can use what you say in our marketing material? You would be helping us tremendously with our marketing efforts.
You might want to include specifics such as names, positive incidents, and how you feel today about owning your hot tub. Again, this will help us as we market our products and services here in the Calgary area.
Enclosed you will find a form to use and a prepaid envelope with which to mail in back to us.
Thank you so much for your help and being a great customer.
Cordially yours,
George O'Bryan
This testimonial request letter butters up your customer as makes them feel as though is really helping out your business (and he is!). It makes him feel special and that his comment will count. It also makes it easy for him to fill out and back. The easier it is to respond, the higher your response rate will be. Always follow up a testimonial request letter with a phone call and a letter, especially if it hasn't come back after a couple of weeks. At Leader Global Consulting we always include three examples for them to use as a guide.
Always thank your customer for their testimonial
If you thank your customer for their testimonial it will increase the goodwill you already enjoy and confirm the customer's choice for sending their good name and giving you a testimonial. Take a moment to send a personal (TEMPLATED!) letter thanking them for their time and effort. The following are a couple of example letters you can use as a guideline for thanking your customer.
This sample letter is designed to go to people who have given you an unsolicited testimonial after purchasing your product/service.
Dear Mr Jones,
I wanted to thank you for your kind remarks in the letter I just received from you. Your praise of our store and its people is most gratifying.
It is unusual for someone to express his satisfaction with a product or service. It is people like you that make our special effort worthwhile.
I am very pleased that you like your new Maxis Hot Tub as much as you do. When I sold it to you, I really believed it would help your back problems and allow you to relax after a long day of work. I hope it give you many years of enjoyment.
Thank you again for your kind words. I am proud to know I have been of service. If you need anything please do not hesitate to call.
Cordially yours,
George O'Bryan
Thanking your customer always tends to improve your rapport and solidify your relationship. Besides it is common courtesy.
How to use customer testimonials once you get them
It is not enough to receive customer testimonials. Knowing how to use them in your marketing activities is what makes the difference. The following are six ideas you can use to implement testimonials into your marketing program.
Idea 1
Create a 'What people are saying' Report. I once heard the story of an independent consultant who, after proposing on a project, was asked for his resume. Instead of sending his resume, he made copies of all the testimonials people had sent him (because he asked, this was hundreds), put them in a shoe box and sent them to the company. He goes to say, he got the project.
Create your own 'What people are saying' Report by putting copies of your best testimonials together in a booklet and giving them to prospects. This will become a very powerful marketing tool for you.
Idea 2
Scatter testimonials all over your website. Many webmasters make the mistake of creating a testimonial page and putting all testimonials on one page. Place testimonials wherever you make bold claims. If you have testimonials pertaining to a specific product, place those testimonials under that product.
Another great area to place testimonials on your website is on the right and left borders. It will be a constant reminder of your credibility. If you have a sign up page of any sort, consider including a testimonial that talks specifically about what you are asking your visitor to sign up to, newsletter or access to further information.
Idea 3
Always include testimonial in your advertising. You will never see an ad in the competitive game 'weight loss programs' without a testimonial. Why? Because those advertisers know that people are sceptical of advertising (not just weight loss ads) and the most powerful way to overcome scepticism is using what others say about you/your product.
Idea 4
In every direct mail piece you send, include a one or two page list of testimonials. This gives automatic credence to whatever offer you are sending. You can make the testimonials part of the sales letter but from my experience, sending lose leaf pages of testimonials make a persuasive statement.
Idea 5
Do joint endorsed mailings. If you have an associate who has customers that might be good prospects for what you sell, ask if he would like to participate in a joint endorsed mailing in which your associate would send a letter to his customers endorsing you and your products and services. In return you send a letter to your customers endorsing your associates products and services. It's a win-win.
Idea 6
Do an endorsed referral letter promotion. This tactic is similar to idea No 5 but the promotion is done with your customers. Hold a contest of some sort and award prizes (incentives) to those customers who send in the names and addresses of three friends who they know would benefit from your products or services. Then send each of the three friends a letter with the testimonial of the person who referred them. This could give your referral program a jolt.
Start a 'Testimonial Drive' today
Chances are, you have not been diligent in asking for customer testimonials. I would urge you to make a commitment today to start asking for testimonials from 100% of your customers. You can't have enough customer testimonials.
Make a plan today to begin a 'Customer Testimonial Drive' and set a goal to obtain 100 customer testimonials within the next three months. Put a thermometer on the wall if you have to, but start today. Draft your testimonial request letter and send to out this week. Then start following up on your requests by phone next week.
Conclusion
Testimonials are a powerful tool in helping you to break down your prospects skepticism and fear. When customers give you a testimonial, they work to solidify your relationship with them because they have 'gone public' with their statement of support for your business.
Ask for testimonials from your customers as soon as they purchase your product or service. Ensure that their testimonial is very specific. Always get a picture of your customer to use with your testimonial. Don't forget to thank your customer for pledging their public support for your business. Find innovative ways to integrate your customer testimonials into your marketing program.
Now go and get some great testimonials!
Examples of great testimonials:
Hair Salon Massive Makeover! We saw our referrals increase 200% in less than a month. Retail sales increased by 138% over the same period of time. Thank you.
Susanne Radke
Mortgage Broker quadruples return! We ran an ad for $350 and it provided a $27,415.00 return! This was over a 400% improvement on the previous effort.
Monica McLeod
When we joined LGC we didn't know what to expect. We were working 16 hours a day and didn't seem to be getting anywhere. The advice and successful strategies gave us a clear business focus and the confidence to set goals we would have only dreamed about. We would never have imagined that in the first 3 months we've recorded $80,000 in sales, hired 4 new tradesmen and we have commitments for an additional $120,000 in sales on the table. Gregor is an indispensable business asset for anyone who wants their business to succeed.
Chad Bernst
Competition now accounts for 45% of our Business! Thanks to some great advice from LGC we contacted our larger more expensive competitor. He now sends us 45% of our total sales.
Adam Richards
$320,000 in Referrals! The LGC program worked well. We can attribute close to $320,000 in sales due to joining your program and on going consulting services.
Cameron Moore
In our first week Gregor has saved me 3 hours every day from just streamlining my day! Placements are up 37.50%, making us an additional $7500.00 in the first month!! Thank You Gregor!
Bottom Line Results are Impressive! We are now spending 30% less on marketing and have increased conversion rates to 54% success. Disturb story works well and NO MORE YELLOW PAGES!
Jono DeBoos
Risk Reversal Doubles Income! Does a testimonial from yourself count? We introduced a 100%_money_back_guarantee for ALL clients. Sales and revenue doubled. At LGC we practice what we preach!
PS: We still have a couple seats left for my upcoming Marketing Focus Groups on Tuesday December 9th from 10am to 12pm at Century Restaurant at Richards and Pender, andWednesday December 10th from 5:30pm to 7:30pm at Marina Pointe, Cambie & Nelson. Be Quick... Register now at www.Marketing-Focus-Group.com and forward this newsletter on to business owners, sole proprietors, and entrepreneurs that can benefit from my advice!
Yours in Success,
Gregor F. Anton
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