Amazingly, I discovered I’ve never written a post specifically about testimonials.
I guess it is time to let the secret out.
One of the biggest reasons for marketing failure is so “Doh!” it should be called the “Homer Simpson Marketing Error.”
That is not using testimonials effectively or even not using them at all.
You wouldn’t believe (maybe you would) how often someone comes to me to get a website or brochure redesigned and it either has NO testimonials or few testimonials.
Why are testimonials important?
You can SAY you’re an expert. You can tell your prospect that your customers are always happy and love you. You can carefully explain how many people have gotten rich, beautiful or famous off your products.
Why should they believe you? There’s no one on this planet who hasn’t been burned a zillion times by lying liars.
That’s why referrals are the best source of new business. People have a much higher trust level when people they know and trust say you’re great.
Unfortunately, the amount of referrals you can get is limited by the number of happy customers out there. Hence the necessity of advertising. Unless of course, you are happy to remain small or grow slowly at best.
So what’s next best? Believable third-party endorsements! That means awards, independent articles (think restaurant and theater reviews), and TESTIMONIALS.
