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.
Testimonials are the ultimate in information marketing tools. They make a huge positive impact in your marketing efforts.
The difference between a company that has no testimonials and one that has multiple testimonials from satisfied clients is huge.
When a purchaser is checking out companies, especially for the first time, testimonials can make all the difference because
he or she can see that the company has satisfied customers. Without testimonials, a company may be just starting out or,
even worse, have no clients who are satisfied enough to provide a testimonial.
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.
When using testimonials in information marketing it is important to pay attention to certain aspects. The weight of the
testimonial will be much greater if you can get one from an industry leader in the field you are aiming to serve. If your
company’s testimonials come from someone with equal or higher prestige than those you are targeting, they will be very
effective. Testimonials are most effective when you can use the name of the company and can quote an executive or the owner.
Depending on the industry, the area in which your company is located and the monetary investment involved, a potential buyer
may even contact the person who has provided the testimonial for further information.
If you are looking to add testimonials to your website, brochures or other marketing documents, be sure you select them
carefully. Choose only glowing testimonials, bearing in mind that you can take excerpts from them instead of using the entire
testimonial. If you service multiple industries or have a variety of products or services, make sure to use different
testimonials representing as many of them as possible. By having strong testimonials that come from influential firms and
people, your company will stand out from the competitors.