Better Business Profits Marketing Training For Small Business
As a business owner you need to be using customer testimonials to increase the credibility of your marketing.
Here we will dissect some great testimonial examples and highlight the elements you should be trying to incorporate into your testimonials.
Get Testimonials From Customers Who Represent Your Target Demographic
The great power of a testimonial is it’s social proof. Your prospects want to see that what you’re offering has worked before.
But to get even greater value and selling power out of your testimonials you need the person giving the testimonial to represent the people you are trying to sell to.
If you were selling DIY handyman tools you would want a testimonial from a regular everyday man between 30-50 years old.
If you were marketing a weight loss product aimed at middle-aged women in Australia, you would want middle-aged women from Australia explaining how this solution has worked for her.
The whole reason is because your prospects will be able to relate to these people and by seeing your solution has worked people who are very similar, they make the sub-conscious connection that it can work for them too.
Provide Specific Details Of The Person Giving The Testimonial
There is no point gathering a great testimonial off a happy customer, posting it on your website for the world to see and then only having inserting the happy customers initials.
This is likely to create doubt as to whether the testimonial is real or you are just making them up.
Every testimonial you use in your marketing should have a …
- First and last name
- Suburb, City
- Website/ Business Name (if selling B2B)
- And to really add credibility to a testimonial, a simple profile picture works great. A picture of the customer using or highlighting the benefits of your product or service would work even better.
Or to take it one step further again a video testimonial is really the most powerful form of testimonial. Like this one below 🙂
Highlight The Major Benefits
In direct response copywriting there is no more powerful selling tool than clearly explaining how buying from you will benefit the customers.
Benefits are how you your product or service will improve the customer’s life.
Will they…
- Make more money
- Save time
- Improve relationships
- Attract a partner
- Be happier
- Be more successful
- Increase their confidence
- Grow their business
These are the types of benefits you want to highlight in your testimonials. It’s great to say that your product will help your customer make more money. But when it comes from someone outside your business it is much more believable.
Overcome Buyer Fears and Objections
For every product and service there are certain buying objections that you must overcome in your marketing to make the sale.
As a business owner it is your job to know these inside and out, and so should your testimonials.
If you sell a technical product that prospects might think is hard to use, a few testimonials explaining how quick and easy it was to get started using your product will help you overcome this objection and lead you closer to the sale.
Be Specific
This again is tool used by all good direct response copywriters. The more specific you can be the more believable your claims and testimonials are.
Instead of saying…
“Hiring Better Business Profits helped me double my number of leads in one month”
Ideally you want to say… “We went from 28 leads/month from Adwords to 61/month in 33 days”
Keep Them Short, Keep Them Personal
A testimonial is not the place for perfect English and a long drawn out explanation of why someone wants to recommend your business.
You want them to be short and conversational so they are easily read and get the main points across quickly.
But I don’t Write The Testimonials So How Can I Dictate what They Say?
Well that’s exactly what I’m going to share with you tomorrow so be sure to sign up to my email list below and like us on Facebook to get all the updates.
You’ll learn the step-by-step system I use for clients to get loads of customer approved testimonials that say exactly what you want them to.
Cheers,
James Brine
The Barefoot Marketer
