‘I would always buy this product.’ “I would never buy this product again.’ Two simple sentences. Two very powerful sentences in your newsletter printing.
Testimonials are very powerful. They are one of the most effective boosters that you can add to your newsletter printing. It is a fact – proven and tested – that testimonials can improve sales and generate more leads than any other technique in your newsletter printing campaign.
A soap company got the nod of the American Association of Medical Technologists to say that their soap fights more germs and bacteria more than any other brand. A well known dentist recommended a particular brand of toothpaste in the 80’s and you can still vividly remember how he showed you what cavities can do to your teeth by dipping a chalk in a bluish solution. Imagine what these statements could do to your sales.
That is why they are often used by infomercials, tv ads, newspaper ads, catalog printing pieces, posters, and even marketing websites. They create an image of credibility and stability that is needed to encourage sales in your prospective clients.
Testimonials offer valuable information about what others think about your service or product. This information is what motivates others to try your product. So if you have a good review about your product or service, let the whole world know about it. How? Through custom newsletters. It does not cost much yet its return can be two-fold.
But are all the testimonials real? Most would stake their lives that the testimonials in their newsletter printing are real. Some competitors or unscrupulous people would go to great lengths to ruin brand reputation. As powerful as they can be to boost your sales, bad testimonials could also spell disaster.
An established pharmaceutical company almost collapsed after someone deliberately laced their products with cyanide. The resulting death from this abominable act and the bad publicity this company got earned them a bad reputation. A bad reputation, in the business world, is like a kiss of death. This company went on the verge of total collapse. However, because of their skillful crisis managers, they were able to turn this around.
This company’s crisis management did not only win the trust of the public back, they also went to the extent of developing ways to ‘tamper proof’ their products. After the initial set back, they went to their drawing boards on how they can assure the consumers that their pills cannot be tampered with so they developed this tamper proof seals. Now, most pharmaceutical companies employ this scheme to ensure that their products are safe for the public.
Think about it. Testimonials are powerful. They not only increase your market share, they can ruin your reputation which you have painstakingly built over the years. Testimonials are like double edged swords. But the key here is to use them to your advantage – be it positive or negative.
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Karen Grahams has keen interest in Internet Marketing, which began roughly four years ago. Writing has always been her passion. She is continually striving to enhance her interest by developing internet strategies.
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