The Most Underused Component in Web Site Advertising

by Alan Richardson

Perhaps the most powerful component of any Web site sales copy is the use of testimonials. Inserted in your sales copy, unbiased words of praise from satisfied customers have the following potent effect for your prospect. Effective testimonials; Rationalize your prospect’s buying decision Back up the claims you make for your product or service Vouch for the benefits of your product or service. However, despite their clout as an influential sales tool, it is amazing how many clients fail to effectively gather and use this precious commodity. Some tips for including this essential component in your future promotions. · Whenever a great unsolicited testimonial from a customer crosses your desk, contact the customer for permission to use all or part of it in your marketing campaign. And also request a photo. · Always include the full name, as well as address under the testimonial. · Be proactive in soliciting testimonials from your customers. Send personal letters or notes to your customer list indicating you are updating your marketing program and would be grateful for comments about what they liked most about your product or service. Phone surveys are also an option. Elicit the reasons they purchased your product, the three features or characteristics they like most about it (and why), and the product’s strongest feature, More importantly, ask them how the product or service has most benefited them; e.g. how it saved them time, money or frustration. And of course, solicit any comments they have on what they would like to see changed. Note a secondary benefit of such an approach; learning things about your product or service that can be improved or corrected. · Of course, if you are not receiving testimonials from customers, find out why. The problem is most likely with your product or service. Improve that and the testimonials will come…as well as increased sales! Sprinkled throughout your sales copy, testimonials provide a compelling reason for purchasing your product or service. A good rule of thumb is; include 1-3 testimonials for each product or service benefit. A collection of testimonials can also be included as a separate stand-alone piece of your promotional package. Wherever you place them, make sure each testimonial adheres to the four golden rules… Be specific Stick with one benefit per testimonial Make sure all claims are believable Keep the testimonial targeted to your audience, excluding anything irrelevant or offensive. About The Author Copyright Alan Richardson Alan Richardson is a well-known internet consultant and publisher with http://www.optimalwebservices.com - a Web resource firm in North Easton, Massachusetts, offering free advice and information for web-based small business entrepreneurs. To read other articles by Alan, click http://www.optimalwebservices.com/articles To signup for the free 'Optimal Web Services for Small Business' ezine, click http://www.optimalwebservices.com/subscribe

[CaRP] Can't open cache file.

[CaRP] Unable to create/open RSS cache file.
Harte-Hanks Names William Shulby a Managing Director for Direct Marketing (Ma...
14 Feb 2007 at 9:00am
Harte-Hanks, Inc., a worldwide direct and targeted marketing company, announced the appointment of William "Bill" Shulby to the company as managing director of its database operations located here.
 
Alternate Reality Games: A Mini-Guide (MasterNewMedia.org)
14 Feb 2007 at 3:18am
The expression "alternate reality games" refers to a type of game that overlaps the game world with reality, by utilizing real world media, in order to deliver an interactive narrative experience to t...
 
Business People (El Paso Times)
11 Feb 2007 at 2:13am
Ken Wimmer has been promoted to director of security for Sierra Providence Health Network, where he has worked for six years. He is responsible for the security departments at the company's three hosp...
 
American International Toy Fair 2007 Exhibitor Profiles (Business Wire via Ya...
9 Feb 2007 at 7:34am
NEW YORK----American International Toy Fair 2007 takes place Feb. 11 - 14 at the Jacob K. Javits Convention Center and Showroom locations in New York City. For in-depth information about the event, vi...
 
While they were sleeping ...: ... workers weren't wasting time, books' author...
7 Feb 2007 at 7:14am
"Creativity is often a matter of seeing new connections between old things. That is why people solve problems by napping." -- from "The Art of Napping at Work" by Camille and Bill Anthony
 
Harte-Hanks Trillium Software Honors British Telecommunications as 'Customer ...
7 Feb 2007 at 3:00pm
Trillium Software®, a business of Harte-Hanks and a leading enabler of Total Data Quality solutions, today announced that it has selected BT as its inaugural "customer of the year" based on the outsta...
 
Phishing Scam Alert: CyberDefender Identifies Ameritrade, Capital One, and Wa...
7 Feb 2007 at 3:37am
CyberDefender Urges Public To Be Aware Of Latest Active Fake Websites That Trick Users Into Revealing Personal Information (PRWeb Feb 7, 2007) Post Comment:Trackback URL: http://www.prweb.com/dingpr.p...
 
How exhilaration of going in for the kill turned, in seconds, to utter despai...
6 Feb 2007 at 7:35pm
SCREAMING over the Iraqi desert at 12,000ft, the two United States A-10 Tankbuster pilots identified a small convoy of unidentified vehicles and radioed their main air controller to ask if any America...