please don't gag your advocates
Business
Human Nature 101 ensures that if I tell you how wonderful I am you might take my comment onboard but it will be with some reservations.
However, if a third party makes the same comment about me to you then you are much more likely to think that the comment is perhaps credible.
So why do so many businesses hide their testimonials on a separate page of their website? Those testimonials should be ‘out front’ reassuring every potential customer that visits their home page that this business is very special.
Now, this is the golden nugget... Testimonials overcome objections and they are especially effective if they are from people who were initially sceptical.
BUT... they have to be specific because vague testimonials don’t really tell the potential customer anything.
You have no doubt read testimonials like: “I was very satisfied with your law firm’s service.” “Your advice was great.” “I got great results.” ... phwooo haaa, they are vague and uninspiring!
Specific testimonials say things like: “I was impressed that I could access you all the time” “You went the extra distance to get the best outcome for me” “I wasn’t treated like a client... I was treated like a friend.”
Specific testimonials work for two reasons:
Number One, they sound more credible.
Number Two, they promote a specific benefit or address a question that may help persuade potential buyers.
So how do you get quality testimonials?
... the answer will be in my next digital interaction right here
keep your powder dry,
Warren Cottis