The Power of Proof. Enhance Your Marketing with Testimonials

Offer proof to your prospects.

It’s not enough to say that you solve problems – you have to show that your customers are getting results from your business.

Testimonials are one of the most powerful and cost effective selling tools you can implement in your arsenal of marketing. Why? Because you are offering evidence to your prospects from their peers attesting that your services/products actually work.

Testimonials offer proof that you are the real deal. People receive a lot of information and they are often skeptical. But, they will be much more inclined to buy from you if you show examples of their peers who have achieved positive results. These third-party endorsements work to sell for you – even when you are not around.

Here are some ideas and opportunities to obtain new testimonials:

1. Write down the praise: Whenever one of your customers gives you a compliment in person or via e-mail, thank him or her and then ask if you can use their comment as a testimonial. Make sure he or she understands that you will be using it in your marketing materials.

2. Create a website link: Another easy method to help you collect testimonials is to include a link on your website that lets people click on it to give their feedback. “Click here to let me know what you think.” Put this link next to testimonials you’ve already placed on your site to provide other examples.

3. Offer an incentive: Periodically you can have a “testimonial drive.” Send out an e-mail and offer an incentive for your customers to provide a testimonial. Depending on what type of business you run, it could be a coupon, discount, free services, and so on.

4. Make it part of your sales cycle. As you wrap up an interaction with a customer, ask him or her for a testimonial.

5. Ask your “star performers” for testimonials. Almost every business collects raving fans. These are the individuals who buy every book you sell, the customer who you see in your store three times each week, or that individual who gets an incredible result from using your offerings. Make a point of asking these individuals to give a testimonial.

You’ll find that incorporating the power of social proof into your marketing arsenal will help you easily close sales. Often, a person will review your testimonials and be prepared to buy before you’ve even met. The reward of collecting testimonials is always worth the effort!

Author Wendy Maynard co-owns Kinesis, Inc., a Portland-based web design, branding, and marketing firm. She is a marketing strategist and social media consultant.