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The Power of Testimonials

My six year-old son is heavily into "The Magic Treehouse" book series by Mary Pope Osborne. I haven't read any of the books, but my son talks excitedly about them, and he begged me to take him to the library so he could see if books #19 - 20 were in yet. "Mom," he said, "I have to see what happens to Teddy!"

So we were walking into the library Saturday morning when he said, "I like to read the first page of 'The Magic Treehouse' books." "Hmmmm . . ." I replied, thinking of other things. "Why is that?"

"Because other kids write why they like the books. Other kids think Mary Pope Osborne is a good writer, too."

I stopped dead in my tracks.

What my son didn't know but was instinctively responding to was the power of testimonials.

Whenever I'm asked to write something for a company, one of the questions I routinely ask is, "Are testimonials available?" Sometimes companies have been collecting them but aren't quite sure what to do with them. Usually, though, none exist.

Why are testimonials so important? And why do you need them in your marketing toolbox?

Testimonials are important because they tell your prospects and customers how others think of you.

Testimonials are (usually) unbiased endorsements, and because they are given to you by happy customers without any money exchanging hands, they give your product, service, and company a great deal of credibility.

And, testimonials can help lower the risk of doing business with an "unknown" company.

Testimonials are easy to obtain -- just ask each customer for a testimonial once you complete a project or sale. People are happy to give them to you, provided, of course, you're a great company with whom to do business.

Then incorporate testimonials into your sales and marketing collateral. They can be used just about anywhere, including:

Web sites. Group testimonials in one area or sprinkle them liberally throughout your site.

Print ads. Flip through your favorite business magazine to see how other companies use testimonials.

Direct mail. Use testimonials in direct mail letters, self-mailers, or on the buck slip.

Newsletters. Whether you do print or electronic, newsletters are a great place to add testimonials.

Brochures and reports. Longer testimonials, in the form of case studies, show your prospects how your product works "in the real world."

Testimonials are an easy (and inexpensive way) to get more bang for your marketing buck. Now, if you'll excuse me, I have to go find out who Teddy is and why he needs rescuing.