How To Articles

How to Use Customer Testimonials

Most consumers would put more trust in the words of other consumers than in the words of a sales person pitching them on your product or service. Consumers like to know right away whether your product or service it worth buying, and we want to hear it from those just like us. That's why testimonials are one of the most powerful and inexpensive marketing tools out there.

Testimonials create trust because they come from those who have no vested interest in your business. They also remove the ?salesy? aspect of selling. Customers hate to feel like they?ve been sold. With testimonials they feel like the decision to buy was theirs. A good testimonial can convince even your toughest critics that what you have to offer is worth it. They eliminate skepticism and create a sense of confidence.

Testimonials are obviously important, but they can sometimes be difficult for small businesses to obtain, particularly if you're just starting out. Here are some possible ways to start gathering them.

1. Contact your customers (email is usually the best route) to learn more about their experience with your product or service. Ask if they'll offer feedback to be used as a testimonial.


2. Put a link in your website that allows customers to enter testimonials on their own time. Have this link be coupled with other testimonials that can be used as examples if possible.


3. If your business is still in its infancy but needs testimonials, try offering your product or service for free in exchange for feedback. The power of testimonials is worth the expense.

Now that you've gathered at least a handful of customer testimonials, you need to examine them to see which ones might actually be effective. Just because a customer gives you positive feedback doesn?t mean that what he or she has to say will be valuable to other customers. There are certain elements that make a testimonial an effective selling tool. Here are some signs of a good testimonial.

1. The person providing it is someone your target market can relate to.


2. It tells others the specific benefits the customer received from you.


3. It backs up the claims that you are already making.


4. It has credibility, like full name, location and perhaps a photo of the customer.

With several effective testimonials on hand, you now need to start using them. Place your best ones in a prominent place on the homepage of your website if you have one. You could also have an entire page dedicated to displaying all of your customers? positive feedback. You must also include these stories in as many other marketing materials as possible, like brochures, fliers or presentations.

One of the keys to making testimonials work for you is to keep them honest and credible. This is why you must never invent them. If you can't find at least a handful of people willing to give you positive feedback, then perhaps you should take a closer look at your business offering instead of manufacturing quotes. You also should never edit testimonials to add or subtract information or change it's intended meaning. The best way to go about testimonials is to keep them ?as is? and always make sure you have permission before making use of them.