Thursday, January 04, 2007

Creating High-Impact Sales Letters Using Testimonials

Sales letters are a very effective marketing tool when you use the right ingredients to develop a sales letter that is directed specifically toward your target market. When you write a sales letter, you should introduce your product or service, outline its features and benefits, differentiate the product or service from those of your competitors, tell the reader why they need it, and convince him or her to make a purchase. The catch is, you need to do all of this within a fairly short, persuasive, sales piece. One of the best tools you can use to show readers that they need your product or service is testimonials from satisfied customers.

When a customer is satisfied with your product or service, ask the customer if he or she would be willing to write a short testimonial outlining their experiences with the product or service. Perhaps your product saved the customer 50% off of their normal materials expense because the product utilized materials more effectively. It could be that the client that utilized your marketing consulting services has experienced a 35% increase in the number of leads derived from the marketing campaign you developed. If this is the case, let your clients tell your story in their own words. This is one of the best methods of persuasion. Everyone likes to know what others think about something before they spend their money on it.

Never use a copywriter to write testimonials for you and NEVER put fake testimonials on your sales letter. These testimonials will never sound as genuine as those that can be given by customers. Another danger when using false testimonials is that the voice of each testimonial sounds the same, making it look like the same person wrote each and every paragraph. People can spot a fake from a mile away!

When you ask for testimonials, ask for a long testimonial in the customer's own words. Many advertisers use very short testimonials that encompass one or two positive words about a product or service. This makes potential customers suspicious because it looks like an editor has cut down a lackluster testimonial into a rave review. You can always edit your customers' testimonials for grammar and spelling, but you should keep the wording intact. This will further help you to maintain a genuine appearance when using testimonials.

Use specific testimonials that describe how using your product or service has changed the lives of your customers for the better. Instead of "this is a great product," find a testimonial that says something like, "I used XYZ Tools and saved 50% of my business materials from going to waste." This is a specific and measurable result that can show prospects what they could actually gain by making a purchase. If your business is service-based, let customers talk about how your service has improved the quality of their lives, saved them money, saved them time, decreased waste, etc...

Using testimonials from satisfied customers may not have occurred to you when you first started to write your sales letter. Once you solicit some genuine testimonials from customers and use them in your sales letters, you will start to notice a real difference in the inquiries about your product or service. Your sales should go up and your income increase!

Dedicated to your business success,
Trent Brownrigg

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