 The
other day I was writing a sales brochure for a West Coast
manufacturer. As I got to what I’ll call the “proof” section of
the brochure, I was rummaging around for testimonials. The company
already had a full-blown Web site and a solid PowerPoint presentation.
So I was hopeful that I’d find some ready made testimonials or at
least some material I could use to create some. As it turned out, they
had one case study with a couple of customer quotes. I pieced the
material together to create one measly testimonial. It was less than
adequate. Well, maybe it’s no big deal. After all, I wrote strong
copy. Why even bother with testimonials? I’ll give you four good
reasons.
1. Credibility
Testimonials give your company, product, or service credibility.
Everyone is bombarded with advertising messages every day. It’s a
brutal marketplace. If you want to sell something to somebody, you
stand a much better chance if you can convince them that you’re
credible. Testimonials are like references on a resume. They’re the
people who vouch for you.
2. Identification
Your prospects identify with your customers who are providing the
testimonials. They have similar concerns, problems, hopes and desires.
They commiserate. This is good. You want this in your marketing.
(Sorry, but your prospects don’t identify with you. Not really. You’re
trying to sell them something!)
3. Proof
Proof, alone, is reason enough to gather and use testimonials. This is
where your customers say, in effect, “They’re right, Mr. or Ms.
Prospect. They can save you 50% ... or make you feel 18 again ... or
make you enough money to retire at 50. They did it for me and I’m
thrilled!” Testimonials notarize your marketing speak.
 4.
Closure
Testimonials help close the sale. Sure, they can be used throughout a
marketing piece. But they definitely come in handy toward the end. You’ve
introduced the problem or need, your product or service, the features
and benefits, and more. Then you line up your testimonials, all the
customers whose heads are nodding and saying, “Yep, it worked for
me.” Soon after, you ask for the order.
For many reasons, testimonials give your prospects the confidence
they need to buy from you for the first time. And once your prospects
turn into new customers, the door to repeat sales swings wide open.
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