All of us know that "word of mouth" can be the most powerful motivating tool in marketing. But how do you get the advantages of word of mouth in print or on the web?
Scenario: You sit down in front of the computer to see what you can dredge up in the lonely back roads of the Internet superhighway. As you surf, you get neck deep in sites, ads and popups offering everything from herbal supplements, to used space-time flux inhibitors from a stranded time traveler from the future nation of Wicki-Wicki.
Who writes this junk? And, since you're seeing these ads all over the place, it seems they may actually be selling stuff. How are they doing that? The answer to the first question may never be known. But the answer to the second lies in something many great ads (and articles for that matter) have in common: customer testimonials.
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Testimonials are a great way to create a word of mouth effect in print. They can also be the one thing that makes or breaks the results from your ad/promotion. So the next time you get a stack of junk mail or see a popup on your screen, don't just throw it out, spend some time looking at how they use testimonials to make you want to buy.
Testimonials are effective because they give people a sense of security regarding your product - after all, if none of your friends know anything about a product, you sometimes have to turn to other sources of verification. If 15 people are willing to give effusive comments, there's at least some evidence that this may actually work. That's where your testimonials come in.
Don't have a bank of testimonials in your files? You need them. Getting them is much easier than one might imagine. For more information on how to get and how to use testimonials, plus some really cool ideas on how to get more business by giving testimonials to others, click
Special Report #31: Sell More Products and Services by Getting and Giving Powerful Testimonials
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