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Common Questions and Answers
One of the strongest marketing tools you have is your customers so why not use them to help get your message out and help build your business. A strong testimonial will allow you to instantaneously enhance your credibility, differentiate yourself and improve your close rate.
A testimony is a written or verbal statement about a customer experience that person has had by working with you or your product. To really be impactful they must be prepared in a way that prospective customers can relate to. Buyers make decisions based upon an emotional connection and being able to identify with someone’s situation and desire for the same result, will improve your conversion rate significantly.
Very often you will see testimonials that consists of intangible statements “Company ABC was a pleasure to work with” or “Company ABC has great service delivery”. These types of statements may be nice to hear but are not effective in the process. The strongest testimonials include the three statements above, for example:
“I have been struggling with a way to reduce my advertising spending but once I started using ezines, I reduced my spending by 50%”
See how much more impactful example 2 is compared to the “feel good” testimonial. Testimonials can be found in a number of different forms:
No matter what the form, if the structure includes the three elements above, you testimonial will be successful in enhancing your credibility, setting yourself apart from your competition and increasing your conversion rate.
Next time you are trying to launch a new product, pitch a new idea or market yourself, try including a well structured testimonial in a variety of different formats and structure your sales page, your presentation and your key messages around the situation and solution provided in your testimonial. The results will come!
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