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Testimonials Boost Direct Mail Response Rates In
Business-to-Business Sales Lett
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By Alan Sharpe
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Correct me if I am wrong, but there is nothing more powerful ina business-to-business sales letter than a credible testimonialfrom a person in your prospect¡¯s peer group.
Testimonials are valuable because they say what you cannot. Ifyou say it, you¡¯re boasting. If a satisfied client says it, theyare applauding. Here are some tips on using testimonials to makeyour sales letter pitches more plausible--and profitable.
1. Don¡¯t write your own
I have a standing policy never to write testimonials for othersto sign. I don¡¯t put words in a client¡¯s mouth. That¡¯s becausereal testimonials have an authentic sound to them that youcannot reproduce with your own pen. The only change I make totestimonials is to correct typos and grammatical mistakes thatwould otherwise embarrass the person making the testimonial.
2. Attribute the testimonials fully
There may actually be a J. K. in Wyoming but I do not know him,and neither do your prospects. Your testimonials carry the mostcredibility when they are attributed to a person by name, andinclude that person¡¯s job title and company. Prospects check upon us direct mail marketers, you know. I recently landed acontract with a client who, before retaining my services,visited my online testimonials page, clicked on one of thecompany links, and asked to speak to the person who had giventhe testimonial.
3. Match your testimonials with your target audience
Ideally, you should have an arsenal of testimonials at yourdisposal for every kind of tactic and target audience. The bestsales letters use testimonials that match the industry, businesschallenge and job title of the prospect. Collect testimonialsabout your product quality, customer service, response times,professionalism, value for money and so on. Then pick thetestimonial that matches your selling proposition, offer andaudience.
For example, the best testimonial to use when targeting dentistswho buy continuing education courses online is one from adentist from your prospect¡¯s city (or state or province) who wasextremely satisfied when buying online continuing educationcourses from you.
4. Ask permission
This goes without saying, which, in English, means I am going tosay it. Always get written permission from your clients andsuppliers to use their testimonials in sales letters, collateraland online.
5. Turn compliments into testimonials
You don¡¯t have to solicit testimonials if your customersregularly say or write nice things about you, which I imagine isthe case. Simply ask their permission to quote what they havealready said.
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