Correct me if I am wrong, but there is nothing more powerful in
a business-to-business sales letter than a credible testimonial
from a person in your prospect’s peer group.
Testimonials are valuable because they say what you cannot. If
you say it, you’re boasting. If a satisfied client says it, they
are applauding. Here are some tips on using testimonials to make
your sales letter pitches more plausible--and profitable.
1. Don’t write your own
I have a standing policy never to write testimonials for others
to sign. I don’t put words in a client’s mouth. That’s because
real testimonials have an authentic sound to them that you
cannot reproduce with your own pen. The only change I make to
testimonials is to correct typos and grammatical mistakes that
would otherwise embarrass the person making the testimonial.
2. Attribute the testimonials fully
There may actually be a J. K. in Wyoming but I do not know him,
and neither do your prospects. Your testimonials carry the most
credibility when they are attributed to a person by name, and
include that person’s job title and company. Prospects check up
on us direct mail marketers, you know. I recently landed a
contract with a client who, before retaining my services,
visited my online testimonials page, clicked on one of the
company links, and asked to speak to the person who had given
the testimonial.
3. Match your testimonials with your target audience
Ideally, you should have an arsenal of testimonials at your
disposal for every kind of tactic and target audience. The best
sales letters use testimonials that match the industry, business
challenge and job title of the prospect. Collect testimonials
about your product quality, customer service, response times,
professionalism, value for money and so on. Then pick the
testimonial that matches your selling proposition, offer and
audience.
For example, the best testimonial to use when targeting dentists
who buy continuing education courses online is one from a
dentist from your prospect’s city (or state or province) who was
extremely satisfied when buying online continuing education
courses from you.
4. Ask permission
This goes without saying, which, in English, means I am going to
say it. Always get written permission from your clients and
suppliers to use their testimonials in sales letters, collateral
and online.
5. Turn compliments into testimonials
You don’t have to solicit testimonials if your customers
regularly say or write nice things about you, which I imagine is
the case. Simply ask their permission to quote what they have
already said.
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