A few weeks ago, late at night, I wasn’t in mood to go to bed yet so I turned on TV. What I tuned into may surprise you. What I am about to reveal will empower you.

You may assume that I flipped to Late Late Show, but that is not case. Most deliberately I turned to insomniac’s staple, paid programming. Yes, I intentionally watch infomercials.

I find there is much to be learned from studying marketing and sales methods used in this media. Most infomercials are produced by very successful marketers. FYI…the Guthy-Renker shows are some of best as proven by their staying power.

I could record an infomercial and base a whole seminar around studying it. From “and that’s not all” offer to “call in next ten minutes” close, there are strategies that can and should be easily adapted to your own marketing. The product may be different, but consumer psychology is same.

Now, I am not about to suggest staying up late to watch infomercials (although it wouldn't be time wasted). However, there is something similar that you should be doing. You may be letting a priceless education pass right beneath your nose that you could be enjoying for free.

Here it is....

...junk mail!

© Copyright 1988/2005 Thom Reece All Rights Reserved

Among variety of techniques available to you as a marketer, there is one that is virtually guaranteed to increase your business...testimonials !

To clearly understand why testimonials are so powerful we must first look at basic perceptions of our audience.

Here's how "John Q. Customer" might describe his attitude:

"In addition to making me an enticing offer, you must prove to me that you are okay to do business with. You must eliminate any fear that I have about doing business with you. The basis of my fear is doubt and skepticism...two essential components for survival in today's tough business marketplace.

I come by my fears honestly and from experience. I have been conned before. I have been lied to before. The quality of products and services that I have purchased in past have not always lived up to claims made for them.

Hardly a day passes that nation's press doesn't reveal some major breech of ethics by business and political leaders. Dishonesty and misrepresentation are commonplace. So why, in face of all this negative experience, should I believe your advertising claims? "

These are sobering conditions in which to operate. It's easy to understand why customers temper their buying decision with caution. They don't want to lose money and, more importantly, they don't want to feel foolish. Eliminating this natural fear and skepticism is job that testimonials do best. The reason is simple: If you say you are good, people ignore your self-serving back-patting. When others say you are good...it's credible. This goes to very heart of why testimonials are so powerful...they give us credibility and believability.

When you deliver a good compelling offer that is both credible and believable, your sales and profits will increase.

TYPES OF TESTIMONIALS

There are four different types of testimonials. They are:

Customer: By far strongest category of testimonial is satisfied customer. In consumer offers a 30% increase in business is not unusual, and business-to-business offers often double or triple results through use of good customer testimonials.

Celebrities: Celebrities are not as believable as customers. They are not credible because they are paid. I may not like celebrity which could negatively affect my attitude towards your company or product. They generally increase awareness, but it may not be good awareness.