rules,for,electrifying,your,te marketing 7 rules for electrifying your testimonials
Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t
One of the mostmisused forms of sales and marketing is the testimonial. This is a shamebecause its also one of the most powerful things you can do to promote yourbusiness to prospects. Testimonials are referrals or endorsements from yourcustomers and serve as statements that testify to your competence,professionalism and ability to deliver a strong product or service.Testimonials are widely used not only because theyre effective but becausethey are low-cost or free way to promote you business and build its image. By all means, usetestimonials but make sure to use them properly or they wont deliver much of apunch. Theres are easy ways around the classic mistakes made by so many usersof testimonials. Just follow these seven rules to help ensure your testimonialsdeliver new customers in a big way. Use the persons full name, title and company. Anonymous testimonials carry no credibility. They suggest you never bothered to get the persons permission to use the statement, or that they gave some excuse why their name couldnt be associated. Thats a very bad sign. More cynical people might even think you fabricated the quote, which destroys your integrity with that prospect. By contrast, a testimonial attributed to a person of high rank with a respected company elevates your companys status. If someone isnt willing to stand behind their testimonial youre most likely dealing with someone who isnt a true fan of your business. Move on. Make sure your testimonials are recent. If youve been using the same statements on your marketing materials for five or 10 years it indicates you havent been active. Its important to refresh the testimonials and keep them up to date and relevant. If your testimonials are outdated people are apt to think your business is outdated. Use a photo. You know the person making the endorsement is really committed to their statement when they agree to have their name, title, company and photograph as accompaniments. It also brings a visual dimension to your testimonials, bringing them more fully to life. Photos help attract the eye, increases the odds people will read your testimonials. Use testimonials from well-known people and companies that have celebrity value. If you have client companies such as GE, FedEx, Google and Southwest Airlines what does that say about you? That youre playing with the big boys. That youve got the chops to do business with Fortune 500 companies. Thats a major seal of approval. If the business person providing the testimonial is a C-level executive, that adds additional sizzle. Naturally, the statement also takes on heightened status when it comes from a well-known business leader of local or national repute. Theres a reason why major corporations use people like Michael Jordan and Valerie Bertinelli to endorse their products. Make sure theyre effusive. I see far too many testimonials that are lukewarm in their praise. Youre better off using no testimonials than ones that sound like they were grudgingly supplied. Good testimonials are given without reservation and are enthusiastic in their endorsement. Your prospective clients arent likely to get a charge from testimonials that dont include plausible superlatives. Use at least three. A single testimonial leaves your business sounding like it has one lonely fan. Two tends to be a bit thin unless theyre truly outstanding. Three good testimonials give you substance. More are fine but dont go crazy or it becomes overkill and can make you look like youre trying too hard. Keep them fresh, effusive and selective. Use audio or video. If a person is willing to go on video or be recorded it shows true commitment to being a spokesperson for your business. And the testimonials come to life with vocal inflections and facial expressions. Its much harder to fake enthusiasm for a product or service during an audio or video recording session. Follow these rulesand your testimonials will stand head-and-shoulders above the vast majority ofyour competitors. That means youll win the business and grow your company.
rules,for,electrifying,your,te