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Title: Building Sales by Building Credibility...
Author: Tommy Yan
Article:
I was counseling with a client on building trust through his
mailing. I suggested it's ten times more powerful to have his
clients state his company's great assets rather than he claiming
it himself. It's just more believable.
When you're looking to buy on eBay, you'd want to check the
seller's credentials. Does she have happy customers? Are there
any complaints? What do they say about the way she conducts
transactions?
It's the same if you're a consultant, speaker, or coach wanting
to charge higher fees. Nobody will want to pay you more unless
they know you have satisfied customers.
When a prospect scans your website, brochure, one-sheet, or
direct mail campaign, there is one fail-safe method to establish
instant rapport: testimonials.
Why should they believe what you state in your mailing? How do
they know you're for real? Who else has done business with you?
All of these are concerns your prospects have.
Your testimonials may mean the difference between more sales and
leads, or them tossing out your message. That's why infomercials
broadcast them every five minutes. Moneymaking websites usually
have at least one page dedicated to them. And good sales letters
include them in the mix.
Which is why you need them in your marketing: to build trust and
credibility, to dispel customer fear and anxiety, and to make
lots of money.
What to do first...
1. Ask your clients or customers who have benefited from your
product or service to give you a brief testimonial. Usually
they're more than happy to help. But if they're stubborn, you
may want to offer an ethical bribe by saying, "I'll take 15% off
your next order," or "I'll include your name in a drawing for my
$500 workshop." And if they need help producing one, you can
write one and have them approve it.
2. Make sure your testimonials are results oriented. Use
specific numbers and amounts. For example, don't say, "I loved
your tape album," or "Everyone thought you were a great
speaker." These don't fly in this age of skepticism.
To increase trust use, "Your advice made me $40,000 in new sales
the first month. We're on target to gross over one million
dollars in sales this year. Thanks for your direction."
3. Use a real name and contact information from your client.
Don't use initials. It just screams phony. Include a full name,
title, brand name, company, city, state (and if applicable), a
photo, and a website URL.
4. Include a good mix of clients. Depending on your target
market, using high-profile individuals exclusively may not be
totally necessary. A testimony from a work-at-home mom in Kansas
can sometimes win more favor from prospects than a stuffed shirt
CEO from New York.
5. And if you publish a website, a great credibility booster is
using audio or video testimonials. Nothing is more powerful than
actual clients edifying you or your products for the entire
world to experience.
Testimonials are one of the least expensive, most productive
tools to add into your marketing arsenal. But most entrepreneurs
and business owners either forget or include ineffective,
watered-down statements. Or sometimes they're too lengthy or
even go overboard in their praise.
But not you...
Follow these steps today to gain credibility in a skeptical
marketplace, lower your prospect's force field, and get ready
for a dramatic increase in sales and leads.
Warm regards, Tommy Yan
About the author:
Tommy Yan is a direct response specialist. He started "Ads That
Make Money" to help clients multiply their response rates. He
knows the emotional and psychological triggers that empower
prospects to respond. Visit Tommy's site http://www.tommyyan.com
for more moneymaking articles.
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