Rules for Getting the Most from Your Testimonials

Savvy business owners know the value of testimonials, yet many don't understand exactly how to take full advantage of this fabulous form of third-party endorsement. What's a third-party endorsement? Someone else tooting your horn for you!

According to dictionary.com, "testimonial" comes from the root word "testimony," which derives from the Latin root testis (witness) and means "evidence in support of a fact or assertion; proof." So how can you make the most of testimonials in your marketing materials, Web copy, brochures, ads, e-zines, and business cards? There are six simple rules to keep in mind.

Rule #1:Use the right testimonials. Although we may be a bit skeptical about the people who offer all those endorsements, at the end of the day, if no one is willing to say how good your product or service is, you're less likely to entice new prospects to give you a try. Generally speaking, the more testimonials, the better - as long as each one promotes a different benefit or overcomes a different objection. Benefit-related testimonials answer questions that describe your business's features and benefits, like:

· What kinds of problems have you successfully solved for others?

· How does your knowledge/expertise help your clients?

· Why are people willing to pay you more than they'll pay others in your industry? Objection-related testimonials address the questions and doubts people might raise about doing business with you, such as:

· You offer high-ticket items where the cost might be a factor.

· You have a difficult-to-reach location.

· You are new to the business.

Rule #2: Avoid the "I HOPE so!" factor. The one thing that will nullify your testimonials faster than you can say "I wanna be a millionaire" is the "I HOPE so!" factor. I recently saw a gorgeous, full-color, 12-page brochure for an elite summer camp in southern California; we're talking tuition of $1450 per WEEK. Understandably, they paid big bucks for this marketing piece. The entire brochure was stunning, until I reached the testimonial page. The first two testimonials for the camp read: