Customer Testimonials are Marketing Money

Publishing a customer's endorsement of your product or service is key to attracting prospects. It builds so much more credibility than YOU talking about your product.

Here's a few suggestions on how you might make them more effective:

1. Seek testimonials that express initial skepticism. Prospects usually start in a skeptical mood when reading ads and marketing materials, so establish rapport by creating a sense of empathy. Example: "I wasn't sure that your new XYZ product would work for me, but a friend urged me try it. I'm so glad I did..."

2. Using lengthy testimonials is ok, too. Prospects want as much information as possible on the benefits of your product, especially if your product has a high price.

3. If your product serves different markets, get testimonials from each market.

4. Use a testimonial that highlights one specific benefit of your product.

5. The testimonial sales letter is a variation of the lengthy testimonial, but used in sales letter format. Instead of writing a sales letter to persuade a prospect of the benefits of your product, have one of your best customers write the letter explaining how much your product has helped him/her. You can always "ghost write" the letter as most customers don't have time to do this for you.