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2) To point. Each one should highlight one main benefit. If your customer has mentioned 3 really good benefits in their testimonial try to break up their 1 testimony into 3 testimonies. Use an ellipsis in copy …. like this … to start and close testimony where appropriate.
3) Natural. Keep testimonials as unedited as possible. Clean up spelling, of course, but for most part keep things just as your customer has written (or spoken) them.
4) Detailed. The best testimonials aren’t vague… they include details… specifics… processed data… juicy numbers… facts… etc.
5) Include customer’s name and where they live. The more information better… “K. Smith, Pennsville, NJ” is better than “K.S. from N.J.” But “Karen Smith (Owner, Styles Dress Shop), Pennsville, NJ” is best of all.
6) Placed next to relevant points in your sales letter. If you have a testimonial raving about reliability of your product try to place it near any sales copy you have that addresses how reliable your product is. If testimonial raves about how good your service is then place it near sales copy that compares your service performance with others.’
Final Words on Gathering Testimonials Effectively
Always ask your satisfied customers for testimonials. Create a standard form and at top of it type in big letters, “Customer Feedback Form.”
Then give them out to your customers and ask for comments … “Did you like our product/service?” … “Was there anything you didn’t like about it?” … “What was it you liked BEST about doing business with me?”… “Any additional Comments you’d like to make?”
And then, final important question and request… “May we use your comments for promotional purposes?… please sign it and send back to me at…”
There you have it. Now - - gather some testimonials. Use them in all your sales copy. Watch your sales rise along with your credibility.
Joe Farinaccio is a copywriter and direct marketer. In addition to writing sales letters for online clients Joe specializes in creating successful direct mail packages for small and medium sized businesses. You can learn more about how to market your business successfully and sign up to receive his free monthly Ezine at www.sales-letters-and-marketing.com