Continued from page 1
This customer needed:
1. someone to express his vision in words 2. someone who understood what he had to say
Here’s one more:
"You had product I wanted, it was in stock, at lowest price I could find. There was no shipping charge or sales tax. Your website was easy to use; you followed up immediately by Email; I was able to track shipment; and product arrived on time and in good condition. What is there not to like?"
This customer of an appliance-sales Web site was obviously impressed with:
1. item being in stock 2. low price 3. no shipping charges 4. customer service 5. timely arrival
Doing a good bit of research into testimonials customers give to your competition can shed a bright light on what they’re looking for. I’d recommend visiting several sites each week and creating a chart to track what you find.
Just as I did above, jot down specifically what impressed customer in each case. Then look for trends. The more times a particular service is mentioned, more importance it will hold.
Now, look back over your own business. Can you offer what your competition offers? Can you offer something better? Is there a way to improve your service in areas that those who wrote testimonials mentioned? If so, do it!
Staying in touch with your customers’ needs should be top priority. When you take time to understand what your customers really want, you stand a better chance of improving sales and increasing customer loyalty.
Professional copywriter, Karon Thackston, has over 20 years experience in writing for practically every medium. Visit her site at http://www.marketingwords.com for more information. Karon is also the author of The Step-by-Step Copywriting Course and How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy) http://www.copywritingcourse.com.