The other day I was writing a sales brochure for a West Coast manufacturer. As I got to what Ill call the proof section of the brochure, I was rummaging around for testimonials. The company already had a full-blown Web site and a solid PowerPoint presentation. So I was hopeful that Id find some ready made testimonials or at least some material I could use to create some.
As it turned out, they had one case study with a couple of customer quotes. I pieced together the material to create one measly testimonial. It was less than adequate.
Well, maybe its no big deal. After all, I wrote strong copy. Why even bother with testimonials Ill give you four good reasons.
1. Credibility
Testimonials give your company, product, or service credibility. Everyone is bombarded with advertising messages every day. Its a brutal marketplace. If you want to sell something to somebody, you stand a much better chance if you can convince them that youre credible. Testimonials are like references on a resume. Theyre the people who vouch for you.
2. Identification
Your prospects identify with your customers who are providing the testimonials. They have similar concerns, problems, hopes and desires. They commiserate. This is good. You want this in your marketing. (Sorry, but your prospects dont identify with you. Not really. Youre trying to sell them something!)
3. Proof
Proof, alone, is reason enough to gather and use testimonials. This is where your customers say, in effect, Theyre right, Mr. or Ms. Prospect. They can save you 50% ... or make you feel 18 again ... or make you enough money to retire at 50. They did it for me and Im thrilled! Testimonials notarize your marketing speak.
4. Closure
Testimonials help close the sale. Sure, they can be used throughout a marketing piece. But they definitely come in handy toward the end. Youve introduced the problem or need, your product or service, the features and benefits, and more. Then you line up your testimonials, all the customers whose heads are nodding and saying, Yep, it worked for me. Soon after, you ask for the order.
For many reasons, testimonials give your prospects the confidence they need to buy from you for the first time. And once your prospects turn into new customers, the door to repeat sales swings wide open.
(c) 2005 Neil Sagebiel
Neil Sagebiel is a veteran copywriter who has served clients such as Microsoft, The Seattle Times, Lucent Technologies, March of Dimes, Airborne Express and Unisys. To sign up for his FREE expert tips to help you write better and sell more, visit
There are four ways to overcome the wrecking ball in your online business but seem to elude the faint hearted. If allowed, it will destroy the very fiber of your being!
I was almost classified in this category. Do you remember the song, I just wish that I knew what I know now I dont remember the artist, but I do remember the catchy tune. Knowing what I know now sure would have saved me a lot of heartache when I was younger.
When I was about ten I remember having a lemonade stand in the middle of fall. It was cold out then and my friends ribbed me so harshly that I almost gave up on my sales escapade. After I stayed outside for an hour or so with no sales money in my little cup, I began to believe what my friends were saying was true.
I guess my father saw my disappointment wrote all over my face through the window because he came out to keep me company. Now I dont know about anyone elses dad, but mine was like Superman in my eyes. Little did I know then pop taught me a few lessons that afternoon about business and life in general.
He sat and talked to me about 4 things I need to know to survive in any type of business. The 4 concepts are actually very simplistic in nature. They are belief, passion, patience, and perseverance.
Dad asked me if I still believe people will come and buy my lemonade. I answered by saying I didnt know but if they were coming, I wished they would come soon. He told me to be patient and they will come. He said for right now, I need to know if you believe they will come or not. Of course I said yes, but I still wasnt sure.
I learned the awesome power of belief that day. I found out that when I truly believed they would show up and buy, I became very passionate about selling. I didnt know the first thing about advertising or marketing like I know today, but I went into the house and began to call some kids in the neighbor. Little did I know, my mother already called their parents.
In the mean time I went back outside, only to find dad ready to tell me a story about some old farmer and his mule. Bet your bottom dollar I wasnt very interested in his story then, but it kicked in about thirty years later. It was a perfect illustration about perseverance.
Pop told me this mule fell in an abandoned well. The farmer attempted its rescue. Unable, he was determined to bury his friend and dumped a load of dirt down the well. That mule kicked, stomped, and snorted, until he stood two feet higher. A few more loads of dirt a lot of kicking, snorting, and stomping down that dirt, the mule walked out on level ground a survivor!
I bet by now your asking What in the world does this story have to do with an online business It has everything to do with overcoming the wrecking ball!
Unlike the mule, often Internet marketers get caught in a well, but they see no way out so they give up! In actuality, the wrecking ball is a form of self-destruction! Its so deadly! I truly believe this is the reason it is so elusive to the faint hearted. Not practicing these concepts in our business is like inviting a wrecking ball into our minds that can, and will, demolish everything in its path including our self esteem and confidence.
If you are one of the faint hearted, I urge you to keep your chin about you. Try believing that people will buy from you! Once you believe they will come, your passion level will be higher than you can possibly imagine!
Now get out there and advertise the heck out of your product(s). Just dont expect it to happen overnight. It does take hard work. Be persistent and have patience prudence, they will come.
By the way, about that lemonade stand.within a half hour or so people started to come and buy my lemonade. I made $56.30 that day. It may not seem like a lot of money to you, but back then, at ten cents a glass and age 10, it seemed like a goldmine to me.
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Mary Murtha graduated with a BLS and M. Div degree majoring in biblical study, theology, and ethics. She also started her online business 6 years ago and just published a new mini-site that helps people start and succeed with their online business by using mini-sites. If you like to learn more, check out this site