If there’s one piece of marketing material that is sheer magic it’s the testimonial. But it’s rarely used, poorly used, inappropriately used or just plain abused. So over the next few editions I’ll share a few pointers on getting testimonials that will help produce heaps of business for you.
First you need to understand why testimonials work. And the reason is simple. They are a third party endorsement. You see, you telling people that you and the job you do is great doesn’t mean much. We’d hardly expect you to say anything else!
On the other hand, when somebody who can be seen as independent of, unbiased about, and unrelated to you; says something about you that conveys real credibility. And if they are prepared to show that they are real people by revealing their name, business, address or phone number then it is credibility with a real wallop.
And if they agree to have their photograph alongside their testimonial then they’ve given you the ultimate, no questions asked, lay down misere endorsement. The best testimonial of all!
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