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SUCCESS-Icles
Articles
Written for YOUR SUCCESS
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Using
Testimonials to Create High-Impact Sales Letters
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Sales letters can be an effective marketing tool when you use the right
ingredients to develop a targeted sales piece that is directed at very
specific audiences. When you write a sales letter, you need to
introduce your product or service, outline its features and benefits,
differentiate the product or service from those of your competitors,
and convince the reader to make a purchase. The catch is, you must do
all of this within a fairly short sales piece that needs to be very
persuasive. One of the best tools you can use to help convince readers
that they need your product or service is a testimonial from a
satisfied customer.
When a customer gets satisfaction from using your product or service,
ask the customer if he or she would be willing to write a short
testimonial that outlines the experience that was delivered by the
product or service. Perhaps your product saved the customer 50% off of
their normal materials expense because the product utilized materials
more effectively. Maybe the client that utilized your marketing
consulting services has experienced a 30% increase in the number of
leads derived from the marketing campaign you developed. If this is the
case, let your clients tell your story in their own words. This can be
one of the best methods of persuasion.
Never use a copywriter to write testimonials for you. These
testimonials will never sound as genuine as those that can be given by
customers. Another danger when using false testimonials is that the
voice of each testimonial sounds the same, making it look like the same
person wrote each and every paragraph.
When you ask for testimonials, ask for a long testimonial in the
customer's own words. Many advertisers use very short testimonials that
encompass one or two positive words about a product or service. This
makes potential customers suspicious because it looks like an editor
has cut down a lackluster testimonial into a rave review. You can
always edit your customers' testimonials for grammar and spelling, but
you should keep the wording the same. This will further help you to
maintain a genuine appearance when using testimonials.
Use specific testimonials that describe how using your product or
service has changed the lives of your customers for the better. Instead
of "this is a great product," find a testimonial that says something
like "I used XYZ Tools' new chainsaw and saved 50% of my raw materials
from going to waste." This is a specific and measurable result that can
entice prospects to make a purchase. If your business is service-based,
let customers talk about how your service has improved the quality of
their lives, saved them money, saved them time, or decreased waste.
Using testimonials from satisfied customers may not have occurred to
you when you first sat down to write your sales letter. Once you
solicit some genuine testimonials from customers and use them in your
sales letters, you will start to notice a real difference in the
inquiries about your product or service.
-Brad Ross
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This article may be distributed freely on your
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this entire article, including links and this resource box are
unchanged.
Copyright 2006 Brad Ross All Rights Reserved.
MakeMagicMoney.com
http://www.MakeMagicMoney.com
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