Testimonials: A First Hand Look At Your Company’s Effectiveness

Testimonials can positively impact your marketing more than any other single type of information marketing.

Your marketing efforts will be become much more effective if you include customer testimonials. These are a powerful tool because they build trust between you and your new potential clients. They are especially useful when someone is looking into your company for the very first time. When they see that other people have been satisfied with their experience, they will be more motivated to work with your company. A business that has no testimonials seems unreliable.

Testimonials are based on an actual customer’s experience with a company and are much more believable than traditional marketing methods. In fact, most would-be buyers are completely skeptical of any type of marketing that a company invests in like direct mail, brochures, etc. Testimonials, even when presented in a marketing tool, carry legitimacy that comes from a third-person account of what a firm can actually do. If the potential buyer can identify with the satisfied customer on some level, the testimonial is even more influential. For this reason it is important to have multiple testimonials so one or another will have something a new customer can relate to.

There are some important things to consider when thinking about how best to employ testimonials. For instance, the experience of a well known company that is considered a leader in its industry will carry more weight than that of a small business. You can make your marketing more effective if you attract small companies with the comments from larger ones. Depending on the industry and area you are marketing to, your potential clients may be able to contact the people whose experiences you use in marketing.

Take time to select the proper testimonials to use in print and online. Remember that you can pull just a small excerpt of a testimonial. This can help you isolate the most positive comments from your clients. Vary the industries and products mentioned. Doing so will allow your company to stand out as trustworthy.

Ray Perry is an Internet marketing executive with more than 25 years of experience. He is the Chief Marketing Officer at Market Blazer, a small business marketing company and authorized Duct Tape Marketing coach. You can get more information about testimonials at www.MarketBlazer.com.