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The Power Of Testimonials

Recommendations are by far the most valuable form of marketing. If your friend has recently gone to the movies, loved it, and recommended it to you, wouldn’t that be the first movie you pick on your next outing? It works that way with any business. Our friends and family, people we trust, hold the highest standard of recommendations.

"What others say about you and your product, service, or business is at least 1000% more convincing than what you say, even if you are 1000% more eloquent," states marketing guru Dan Kennedy.

People trust other people. If someone else purchased something, and had a good experience doing so, than its easier for us to sign on the dotted line. And even on the World Wide Web, it’s amazing how you can even come to recognize names you know on nationally based websites.

I recently joined a membership website. When I was searching through the site for the first time analyzing it, I discovered a testimonial from a woman I am in an association with. Her testimonial is what made me sign up AND PAY that day.

So, how do you build your business using testimonials? Start with your website. Start by building a testimonial page, and including it in the navigation of your site. Every thank you note you receive from a client should be listed on this page. Whether it’s a one-line email, or a detailed letter, include them all.

Then move to include your testimonials in the text throughout your site. Incorporate them into your sales text, showing how others enjoy what you do.

Include testimonials in your advertising. Sometimes you can build entire campaigns around a testimonial.

How do you get testimonials? Ask. Send out surveys after you complete a sale. Ask people different questions, such as

• Describe your experience with our studio.
• What did you like most about your photographic experience with us?
• Would you recommend us to your friends?

Though some people will follow up anyway with a thank you note, getting information from your entire client base will provide you with a complete library of happy, satisfied client information.