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The Most Underused Component in Web Site Advertising Web Marketing Series

by Alan Richardson

Perhaps the most powerful component of any Web site sales copy is the use of testimonials. Inserted in your sales copy, unbiased words of praise from satisfied customers have the following potent effect for your prospect. Effective testimonials;

Rationalize your prospect's buying decision Back up the claims you make for your product or service

Vouch for the benefits of your product or service.

However, despite their clout as an influential sales tool, it is amazing how many clients fail to effectively gather and use this precious commodity. Some tips for including this essential component in your future promotions.

· Whenever a great unsolicited testimonial from a customer crosses your desk, contact the customer for permission to use all or part of it in your marketing campaign. And also request a photo.

· Always include the full name, as well as address under the testimonial.

· Be proactive in soliciting testimonials from your customers. Send personal letters or notes to your customer list indicating you are updating your marketing program and would be grateful for comments about what they liked most about your product or service. Phone surveys are also an option. Elicit the reasons they purchased your product, the three features or characteristics they like most about it (and why), and the product's strongest feature, More importantly, ask them how the product or service has most benefited them; e.g. how it saved them time, money or frustration. And of course, solicit any comments they have on what they would like to see changed.

Note a secondary benefit of such an approach; learning things about your product or service that can be improved or corrected.

· Of course, if you are not receiving testimonials from customers, find out why. The problem is most likely with your product or service. Improve that and the testimonials will come...as well as increased sales!

Sprinkled throughout your sales copy, testimonials provide a compelling reason for purchasing your product or service. A good rule of thumb is; include 1-3 testimonials for each product or service benefit. A collection of testimonials can also be included as a separate stand-alone piece of your promotional package.

Wherever you place them, make sure each testimonial adheres to the four golden rules...

Be specific Stick with one benefit per testimonial Make sure all claims are believable Keep the testimonial targeted to your audience, excluding anything irrelevant or offensive.

Copyright Alan Richardson

About the author:

Alan Richardson is a well-known internet consultant and publisher with http://www.optimalwebservices.com - a Web resource firm in North Easton, Massachusetts, offering free advice and information for web-based small businesses and entrepreneurs.

To read other articles by Alan, click http://www.optimalwebservices.com/articles

To signup for the free 'Optimal Web Services for Small Business' ezine, click http://www.optimalwebservices.com/subscribe



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Advertising is creeping onto cellphones around the globe (International Heral...
14 Feb 2007 at 8:47am
Industry meeting at 3GSM in Barcelona believes that this is the break-out year for cellphone advertising, with Yahoo banner ads on mobile handsets leading the way.
 
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Miniclip.com is one of the largest online games site where you can play free games, sports games, massive multiplayer games, action games, puzzle games, flash games and more. Updated frequently, you c...
 
Local Company Leverages Power of Internet to Reinvent Alarm Services (RedNova)
14 Feb 2007 at 9:22pm
By Steve Bonser, Santa Barbara News-Press, Calif. Feb. 13--Jim Wooster, a retired investor, brings up a Web page on his laptop in his New York high-rise condo. After a few mouse clicks, he's viewing t...
 
Selling shovels to Web 2.0 gold miners (CNET)
13 Feb 2007 at 7:03am
A wave of startups offering free applications are looking to cash in on the success of video-sharing and social-networking sites.
 
The Ad-Free Cellphone May Soon Be Extinct (New York Times)
13 Feb 2007 at 10:46pm
Experts say it is only a matter of time before the 2.2 billion mobile phone users around the world consider it natural to tune into a 15-second spot.
 
Grocery Shopping Network Teams With Allureis Inc. in Innovative Loyalty Card ...
12 Feb 2007 at 1:40pm
Imagine seeing a link on the web page of your favorite grocery store that might read: 'Shop Your Way to Free Groceries', but doesn't mean you will be asked to spend a penny more than you are spending ...
 
Monetize Your Video Clips: New Integrated Video Advertising Engine Gives You ...
13 Feb 2007 at 3:33am
Are you a videomaker, an independent video producer or a web publisher interested in monetizing your video based content? While here at Master New Media I have recently showcased some of the most inte...
 
Bill Gates Says Internet to Revolutionize TV in 5 Years and Wi-Fi TV Hopes to...
13 Feb 2007 at 1:41pm
Wi-Fi Targeted VideoAdvertising on the same day. Wi-Fi TV will also be presenting a webcast onits home page February 19th providing an overview of the web site and itsdevelopment.
 


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