Experts: If you are selling artificial hearts, then a testimonial from Dr. Denton Cooley would probably boost business. Even though he might be paid, he is so credible that it would probably work. Your expert must be an expert in a relevant field.

Expert Organizations: A trade association, a magazine in your field, a chamber of commerce, a newsletter, etc. Expert organizations carry a lot of weight because people believe that their opinion cannot be bought.

WHAT MAKES A GOOD CUSTOMER TESTIMONIAL? To maximize selling power of testimonials, you should keep a few tips in mind:

Tip#1...Be Specific: Testimonials phrased in specific terms pull more weight than more general statements. For example...

"I increased my companies profits by $78,350 last year using your advice!"

is a lot more effective than..

"I enjoy working with your company."

Tip#2...Cite Complete Attributions:

"Mr. John Jones, President SMITH MANUFACTURING Chicago, IL

rather than

" J. Jones, Chicago"

The more complete attribution more believable testimonial.

Tip#3...Use Customer Terminology and Phrasing: Resist any temptation to rephrase you customers' words. You'll generally lower believability factor.

Tip#4...Use Photos of Testimonial Writer: You will triple believability and selling power if you print a photo along with words. Photographs of person using your product work best.

How To Collect Usable Testimonials...

Collecting usable testimonials should be an organized and on-going marketing function.

First...Read in-coming mail carefully and keep a file of customer comments. Follow-up on those with potential and put them in usable form.

Second...Analyze your customer list and develop a sub-list of your top 10% of customers by sales volume and frequency of ordering. Carefully craft a letter to this select list "Asking for their help". Suggest to them what you are looking for in way of comments and then let them provide you with raw material. The important lesson here: You can't sit casually back and hope for testimonials to come your way. You have to go out and get them.

The reward, however, is always worth effort. The time you spend nurturing your testimonial program will result in increased sales and profits, an improved image, more sales leads, lower sales costs, shortened selling cycles, and improved cash flow

* OFFER BONUSES..."Buy One/Get One Free!", or "2 Free with Each Case Ordered!", "Free Batteries When You Buy One Super Flashlight", or "Free Drop Cloth with Each Gallon of Super Paint", etc.

* OFFER PREMIUMS...Offer premiums for a presentation, for a trial order, for a subscription, for a demonstration, for a new customer referral, for an order amounting to $xxx or larger", etc.

* OFFER FREE INFORMATION..."FREE booklet", "FREE brochure", "FREE estimate", "FREE details", "FREE samples", "FREE trial", "FREE consultation", "FREE quote", etc.

TIP#2....USE BOLD, COMMANDING AND SPECIFIC HEADLINES!

* "Save $50.00 on Any Portable TV....This Month Only!"

* "FREE BROCHURE...'Beauty Secrets for Career Woman'!"

* "Free Catalog Saves YOU 70% on Office Supplies!"

* "Rent Two NEW RELEASE Video Movies--Get One FREE!"
* "Buy One Dinner Entree--Get One FREE!"

* "Buy Five Cases of Copier Paper--Get Sixth Case Absolutely Free!"

TIP#3...USE LINE ILLUSTRATIONS OR PHOTOGRAPHS.

* Illustrations work best when you show products in-use.

* Illustrations enhance credibility, aid understanding, and create desire.

TIP#4...USE YOUR LOGO IN YOUR COUPON.

* Use of logo: builds company identity and awareness in marketplace, enhances your image, lends credibility to your offer, and improves response.

TIP #5....MAKE EFFECTIVE USE OF WHITE SPACE.

* Don't clutter. Don't cram.

TIP#5...SELL THE BENEFITS.

* Save time, save money, increase profits, protect your family, improve your standard of living, be happier, improve your health, increase your income, increase your comfort, more convenient.

TIP#7....APPEAL TO THE SELF-INTEREST OF YOUR CUSTOMER.

* Your customer is only interested in what you can do for him or her. Your customer will only buy benefits-of-use of your product or service. Let me say that again...your customer is only interested in benefits of use of your product....not product itself.

TIP#8...MAKE EFFECTIVE USE OF THE 18 MOST POWERFUL WORDS IN ADVERTISING.

* free, now, new, how to, save, guarantee, money, easy, simple, you, proven, love, results, discovery, fast, amazing, sex, profit.

TIP#9...ALWAYS UP-SELL.

* Offer extras when a customer requests information or places an order. Always suggest related items. Point out added features and benefits of a higher priced item and then show customer specifically how these features will make his life easier, safer, etc.

TIP#10...SPREAD YOUR SPECIALS AROUND--CONSIDER THE TRAFFIC PATTERN IN A RETAIL STORE.

* Set up product displays so that you force your customer to walk entire expanse of your store. Your "impulse" buys will increase dramatically when you expose your customer to more products by well planned placement of "sale items".

TIP#11...CAPTURE YOUR CUSTOMERS NAME, ADDRESS, AND TELEPHONE NUMBER. DEVELOP AN IN-HOUSE MAILING LIST FOR ON-GOING DIRECT MARKETING USE.

* Your customer list represents your most valuable asset. Your greatest potential for sales and profits lies in customer database. To ignore this potential is pure folly.

TIP#12...DON'T STOP AFTER THE SALE.

* Create a planned program of continuous follow-up to your customer list.

* Use ride-alongs, invoice stuffers, new catalogs, new product brochures, special sale flyers, preferred customer sales and discounts, customer appreciation events, more coupons. Keep your customers coming back to YOU!