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Sales letters can be an effective marketing tool when you use the
right ingredients to develop a targeted sales piece that is directed
at very specific audiences. When you write a sales letter, you need
to introduce your product or service, outline its features and
benefits, differentiate the product or service from those of your
competitors, and convince the reader to make a purchase. The catch
is, you must do all of this within a fairly short sales piece that
needs to be very persuasive. One of the best tools you can use to
help convince readers that they need your product or service is a
testimonial from a satisfied customer.
When a customer gets satisfaction from using your product or
service, ask the customer if he or she would be willing to write a
short testimonial that outlines the experience that was delivered by
the product or service. Perhaps your product saved the customer 50%
off of their normal materials expense because the product utilized
materials more effectively. Maybe the client that utilized your
marketing consulting services has experienced a 30% increase in the
number of leads derived from the marketing campaign you developed.
If this is the case, let your clients tell your story in their own
words. This can be one of the best methods of persuasion.
Never use a copywriter to write testimonials for you. These
testimonials will never sound as genuine as those that can be given
by customers. Another danger when using false testimonials is that
the voice of each testimonial sounds the same, making it look like
the same person wrote each and every paragraph.
When you ask for testimonials, ask for a long testimonial in the
customer's own words. Many advertisers use very short testimonials
that encompass one or two positive words about a product or service.
This makes potential customers suspicious because it looks like an
editor has cut down a lackluster testimonial into a rave review. You
can always edit your customers' testimonials for grammar and
spelling, but you should keep the wording the same. This will
further help you to maintain a genuine appearance when using
testimonials.
Use specific testimonials that describe how using your product or
service has changed the lives of your customers for the better.
Instead of "this is a great product," find a testimonial that says
something like "I used XYZ Tools' new chainsaw and saved 50% of my
raw materials from going to waste." This is a specific and
measurable result that can entice prospects to make a purchase. If
your business is service-based, let customers talk about how your
service has improved the quality of their lives, saved them money,
saved them time, or decreased waste.
Using testimonials from satisfied customers may not have occurred to
you when you first sat down to write your sales letter. Once you
solicit some genuine testimonials from customers and use them in
your sales letters, you will start to notice a real difference in
the inquiries about your product or service.
Learn more about building and continued success of your online
business. Visit the Internet
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