All Posts Tagged With: "testimonials"

(Sixth in a Series)

Somewhat related to the previous post (Prove It), establishing credibility in your persuasive copy takes the process one step further. It makes your customers feel comfortable doing business with you and answers the question “Who am I dealing with” that inevitably crops up during the decision-making process.

How do you establish credibility? Emphasizing longevity in the field is a good way to let the world know you know what you are doing. The implication is you that wouldn’t have survived in business for a long time without being good at what you do. The number of employees you have, annual revenues, number of units sold, industry and community awards, commendations, and publications are also good tidbits that can be sprinkled throughout your copy to establish credibilty.

Don’t use all your credibility-building ammunition in one place – that makes it too easy for a propsoect to dismiss it as fluff. Carefully sprinkle it through your persuasive copy in subtle places that have relevance to the point you are making.

Here are some good examples:

“We guarantee the best technical service and support. Our certified technicians respond within six hours and complete an average of three repairs a day — and we’ve been doing it for 27 years.”

“You’ll have the expertise of 250 professionals around the world to ensure you system will never fail.”

Our product meets and exceeds industry standards, which is why we’ve won the Gold Medal Award for seven years in a row.”

Customer reviews, testimonials from real people just like your readers, independent survey results and media coverage also are good ways to establish credibility.

(Next: Build Value)

Popularity: 50% [?]

(Fifth in a Series)

Essentially this is put up or shut up time in your copy writing. You’ve gained attention with a great headline, made sure your copy is focused on customer needs, stressed benefits and set yourself apart from the competition.

Now it’s time to deliver the goods. You can just say you’re the best. You have to prove it.

The most powerful tool you have for backing up your claim is to provide tangible evidence of superior performance in your field of expertise. You need to show — with facts – that your product or service is successful in providing the benefits and other results you promise.

One way to spotlight your track record is with case histories and success stories in your copy. Real life examples about how your product or service solved a customer problem allows the reader to empathize with the situation and celebrate the victory. If they can see themselves benefiting in the same way, you’ve done a good job.

Testimonials from satisfied customers are another effective tactic in convincing prospects that you can do what you say. Make sure to use testimonials from comparable customers.

Running a list of your current clients — and including how long they’ve been with you — provides a subtle endorsement, especially if you have a number of long-time clients. It shows you’ve been successful in building relationships that endure. Clients don’t stay around long if you’re not meeting and exceeding their expectations.

(Next: Establish Credibility)

Popularity: 38% [?]

Most marketers know testimonials are a powerful sales tool. But not all testimonials are created equal.

What is the best kind of testimonial to generate new sales, to produce extra profits for your business? Is it best to have the President of the United States endorse your product? Or is it better to have a no-name from down the street say the same nice things?
Continued

Popularity: 24% [?]

I’ve always believed that third-party endorsements are a great way to add credibility to copy. After all, I can say I’m great, but if somebody else says it, someone without a vested interest in my success, that carries much more weight.

The problem with many testimonials is that they come off sounding canned and solicited. Does anyone really talk in superlatives, with losts of exclamation points?

Over at Copyblogger, Dean Reick just wrapped up a terrific four-part series about testimonials, their importance and use. The final installment reveals subtle ways your can integrate testimonials into brochures, newsletters and sales copy.

Here are my favorites from his list: Continued

Popularity: 26% [?]