Testimonials are a powerful selling tool. Why? Because they’re an unbiased source of information. Sure, the person selling the product or service is going to say it’s great. But quoting satisfied customers is an instant, huge credibility builder. These are regular people saying, “I’m just like you. I had the same problem. This helped me, and it’ll work for you too.”

How to get testimonials

The easiest way is to record the testimonials you receive naturally. You’ll need to get your customers’ permission to quote them and used their names; full names and hometowns are preferable, but if they’re reluctant to be identified, there are alternatives.

Another way to get testimonials is simply to ask. A third party asking for them for you, however, will get a more honest and heartfelt response.

A great way to collect them is to send out a customer feedback questionnaire. Give them space to tell you things they don’t like, and they’ll be more likely to give you some good feedback as well. Be sure to offer them something of value in exchange for their input.

Where to put your testimonials

There are several options, the choice depending on the format of the package. In an offline letter, the testimonials can be in the body of the letter, sprinkled throughout the copy or in a sidebar. A longer testimonial can take the form of a lift note. Testimonials can even be made into headlines.

Online, the same general principles apply.

What if you have a new business, product, or service?

You can still find testimonials–ones about your skill and integrity from other pursuits; about the product or service itself, gleaned from corporate information.

You can offer an introductory discount to get your business off the ground and get those testimonials rolling in.

The other kind of testimonials: endorsements

An endorsement is similar to a testimonial, but comes from someone with a known name or recognizable credentials who has some kind of connection to the product or service. An endorsement is extremely powerful in the case of a new offering with little in the way of actual customer testimonials.

Testimonials require skill

Like other sales tools, testimonials aren’t as easy to write as they may appear. They’re rarely used word-for-word; certain elements of them can actually harm your credibility or bore your readers, which means they’ll stop reading before they buy. Just as with every other component of an effective sales package, they should be handled by a professional copywriter. A professional copywriter can even build an entire sales message out of testimonials. Ask your copywriter if he or she is skilled at crafting testimonials that will increase your response rate.

Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a special interest in the health, pets, specialty foods, and inspirational/motivational/self-help niches. She has a degree in biology, has worked in a variety of fields including pharmaceuticals and teaching, and has volunteered for many causes including special-needs kids and literacy. When she’s not writing, she enjoys reading, art, music, outdoor exercise, and all things Celtic and Renaissance.

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