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 the material together 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...
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