It's time to test some testimonials!

Monday, March 13, 2006

Ivan Levison, http://www.levison.com

Small Business Marketing Best Practices

One of the most powerful marketing tools you have at
your disposal doesn't cost a penny.

I'm talking about testimonials.

You see, candid comments from satisfied customers
who have used your product or service have
credibility that money can't buy.

YOU can make claims about your product all day long,
but your prospects know they're self-serving. On the
other hand, rave reviews from objective users carry
a LOT of weight and can help you boost sales.

FOR THE RECORD: I want you to know that I practice
what I preach. If you visit my Web site at
http://www.levison.com you'll see that the very
first clickable item on my home page takes you to
testimonials written by clients of mine. I put my
testimonial link first because I consider these
laudatory comments to be extremely persuasive. If
you'd like to see them, check out
http://www.levison.com/pg8.html

What's the best way for YOU to use testimonials?
Here are some practical ideas for you to consider:

1. Use testimonials wherever you can.

You can include them in sales letters, brochures,
ads, on product boxes, you name it. Consider putting
several testimonials into a special area on the page
surrounded by a fine-ruled box. You can set up
the testimonials with the headline: "We're proud of
what our customers have to say about us."

2. Keep them short.

A testimonial should be one, two, or three sentences
long . . . unless you've got a real humdinger.
Remember, it's better to have many short
testimonials than a few long ones. If, over time,
you collect a big bunch of testimonials, you can
make a "lift letter" out of them and include it in a
direct mail package. This kind of a lift piece can
really increase response rates. For more on lift
letters, see: http://www.levison.com/december_99.html

3. Don't use anonymous testimonials.

If you're selling hemorrhoid cream, you can't
expect someone to write a testimonial and then let
you use their name and home town. But if you're
selling just about anything else you need AT LEAST
the person's full name. Initials just don't cut it.

4. Try to get testimonials that relate to specific
benefits.

You don't want testimonials that are too general. As
always, it's good to be specific!

WRONG: Cynthia's seminar was really great. I
thoroughly enjoyed it!

RIGHT: Cynthia's time-management seminar showed me
how to save the hour a day I was wasting. I sure can
use those five extra hours a week!


WRONG: Thanks for copywriting the terrific e-mail
invitation for our online seminar.

RIGHT: Thanks for copywriting the terrific e-mail
invitation for our online seminar. The response rate
was truly outstanding -- 300% better than we
expected!


WRONG: Your organization-chart software is really
wonderful. I love using it and recommend it.

RIGHT: Your organization-chart software is really
wonderful because it shows who's who in the company
at a glance. This means that all our new-hires can
get up to speed three times faster than they used
to. I love using it and recommend it.

5. Use spontaneous compliments.

Let's pretend that you're talking to a customer or
client and they say "Hey, your software is really
fabulous. It's helped us cut costs by about 20%!"
How do you respond? It's fine to say "Thanks very
much. That's awfully nice to hear." But you should
keep going and add, "Can I use those kind words in a
testimonial. We're collecting nice things that
clients have to say about us and I'd sure like to
use what you've just said if that's O.K."

See how easy it is?!

The take-away message this month? If you're not
collecting and using testimonials, you're missing
out BIG time!


Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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