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Use Testimonials in your Marketing

These independent, third-party endorsements of your product or service are powerful because they invoke the Weapon of Influence called “Social Proof.” In other words, your prospect will believe your product is good because somebody else, just like her, says it’s good.

You see, when you’re selling something, anything you say about your product or service is suspect in the minds of your prospects. But when somebody else says something good about your what you’re selling… that’s credibility! And it can really enhance your sales presentation.

Unsolicited testimonials are usually the strongest. These come from happy users of your product or service, without you even having to ask for them. The customer is so happy with the results, she just writes you a letter or calls to let you know. When that happens, make darn sure you get the customer’s permission to use her comments and name in your advertising. People who voluntarily offer you praise are usually very willing to let you use their testimonials -- especially if you ask them right away.

 

Jim Ackerman is a nationally renowned speaker and author of the book, “How to Get More Customers Who Will Pay You More Money, More Often.”  He is President & CEO of Ascend Marketing and the Alliance Group. You can reach him at jimack@ascendmarketing.com

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