Businesses survive due to customer satisfaction and this can be gauged from the testimonials they send in. Every product purchased makes consumers happy to a certain degree, and the better the product the higher the customer satisfaction. In such cases, the entrepreneur can ask his highly satisfied customer to send in a testimonial, which will provide evidence about the credibility of the entrepreneur and the superiority of the product, besides revealing that other consumers actually prefer the product over others. Of course a testimonial can be used only with prior permission and disclosures must be made as per the FTC guidelines.
Testimonials hold weight if they are detailed and elaborate the benefits of using the product. It is also appropriate to use a catchy phrase out of a testimonial. This draws the attention of the prospective buyer, who is inclined but not convinced-such people look at testimonials before making a purchase just to ensure that they are not wrong.
The following ways of using testimonials help in promoting products and prove to be an effective marketing strategy:
- Post testimonials on websites, so that every visitor reads them and is shown the satisfaction of the customers that have gone before them.
- Print testimonials on business cards to make them stand out .this can often help to sway prospective customers and convince them that your company is the best fit for their needs.
- Snippets of testimonials can be part of an email signature which will highlight why they should choose your company over any of your competitors.
- Testimonials can be made part of resource boxes while submitting articles and these can then help to increase traffic your website.
- Newsletters can have a special section on testimonials, and the more customers that read multiple testimonials the more convinced they are about your company and the product you are offering
- Testimonials on profiles on social networking sites like Facebook and Twitter, make marketing strategies more effective since the product’s benefits reach a much wider audience through the social networking channels.
- Testimonials yield better results than any sales copy and must be liberally quoted anywhere and everywhere.
- Group testimonials are more powerful and have a stronger impact since the reader knows that it is from a group of people who all share the same favorable opinion of your company.
- Do not distort or change testimonials-they must appear honest and realistic. This makes the customer believe every word he reads.
- Use testimonials in speeches to acquaint the listening public with public opinion about the product and its benefits.
- Testimonials in trade shows help to improve public awareness about new products.
The message is clear: testimonials are not just words of appreciation for your company or the products you sell, but when used correctly they can prove one of the most effective marketing tools we possess, they come at no extra cost other than offering your customers and impeccable product or service.
About the Author
Neil is head of marketing for eMobileScan, one of the Uk’s leading handheld computers specialists, including the Motorola MC70 range of handhelds, which offer the mobile workforce unparalleled usability both in the field as well as the warehouse.