Using Testimonials to Increase Sales

Among the variety of techniques available as a marketer, one is virtually guaranteed to increase business. - Testimonials! Here is how "Sam” describes his attitude towards above topic: "In addition to making an enticing offer to me, you must prove yourself to do business with. You must eliminate any fear that I have about doing business with you whose basis is doubt and skepticism.

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I come by my fears honestly and from experience. I have been conned before. I have been lied to before. The quality of products and services that I have purchased in the past have not always lived up to the claims made for them.

Hardly a day passes that the nation's press does not reveal some major breech of ethics by business and political leaders. Dishonesty and misrepresentation are commonplace. So why, in the face of all this negative experience, should I believe your advertising claims? "

It is easy to understand why customers temper their buying decision with caution. They do not want to lose money and, more importantly, they do not want to feel foolish. Eliminating this natural fear and skepticism is the job that testimonials do best. The reason is simple: If you say you are good, people ignore your self-serving back patting. When others say you are good...it is credible. They give us credibility and believability.

When you deliver a good compelling offer, which is both credible and believable, your sales and profits will increase.

Types of Testimonials

There are four different types of testimonials. They are:

Customer: Satisfied customer is the strongest category of testimonial. In consumer offers, a 30% increase in business is not unusual, and business-to-business offers often double or triple results with good customer testimonials.

Celebrities: Celebrities are not as believable as customers are. As they are paid are not credible. I may not like the celebrity, which could negatively affect my attitude towards the company or product. They generally increase awareness, but it may not be good one.

Experts: If you were selling artificial hearts, then a testimonial from Dr. Denton Cooley would probably boost business. Even though he might be paid, he is so credible that it would probably work. Your expert must be an expert in a relevant field.

Expert Organizations: A trade association, a magazine in your field, a chamber of commerce, a newsletter, etc is media for being In touch with Expert organizations. Expert organizations carry a lot of weight because people believe that their opinion cannot be bought.