Good testimonials can be excellent marketing tools, but getting them can be a challenge. Six sure-fire tips for obtaining first-rate testimonials. Part one of a series.
One of my favorite marketing tactics, especially in e-mail campaigns, is the use of customer testimonials. Testimonials are beneficial in a number of ways:
Good testimonials can be excellent marketing tools; but getting them can be a challenge. Even when a client has really good testimonials, I often run into questions on usage. Here's my tried-and-true method for getting not just good but great testimonials. Next time, I'll provide answers to common questions about using testimonials in e-mail and other marketing campaigns.
Many companies acquire testimonials by including a place for comments in on- or offline communications with their customers. While this can work, it's not the best way to get high-quality testimonials, which convey your product's or service's benefits. Customers aren't always descriptive in their thoughts; "great product" sounds good but isn't terribly persuasive. To secure benefit-oriented testimonials from customers, set the stage and structure the discussion. Here's my technique:
Try it and let me know how it works
Next time, I'll address common questions organizations have about using testimonials. Until then, happy holidays!
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
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Jeanne Jennings is a 20 year veteran of the online/email marketing industry, having started her career with CompuServe in the late 1980s. As Vice President of Global Strategic Services for Alchemy Worx, Jennings helps organizations become more effective and more profitable online. Previously Jennings ran her own email marketing consultancy with a focus on strategy; clients included AARP, Hasbro, Scholastic, Verizon and Weight Watchers International. Want to learn more? Check out her blog.
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