Extremely Persuasive Conversion Technique You Must Use

Posted by Sant Qiu in : Marketing Maneuvers on February 7, 2008 , trackback

One of the best way to improve conversion is to include persuasive testimonials in your marketing materials. Testimonials are extremely effective to help you persuade your target market because of a few solid reasons.

1) It is a 3rd party endorsement. This can be very persuasive because someone else is saying positive things about you. Obviously you will be saying great things about yourself. But when someone else is doing that, it is much more credible. You can increase the credibility factor by having an authority figure endorsing you.

2) You can use testimonials to tell a ‘before & after’ story. People love stories. Just before I sit down and write this article I was just on the phone with a client. He was telling me how surprised he is with the kind of results he is experiencing. His conversion just skyrocketed! And all he did was follow what I told him to do… include persuasive testimonials that tell before & after stories. Previously my client just didn’t believe that adding testimonials will make any difference. In fact he was concerned the testimonials will make his image look ‘low class’. With my insistence and guidance he agreed to test this out. The testimonials we included tell the stories of how he solved his customers’ problems and how thankful they are. As expected, conversion exploded. My client told me if he knew that testimonials had such a huge impact he would have use them much sooner. And I encourage you to do the same. See, I just told you a mini before & after story.

3) Answer objections with testimonials. This is one of the ’secret’ techniques I use that others rarely revealed. Other than a credibility booster and a persuasion tool, testimonials are great for resolving potential/known objections. Just imagine if you have a testimonial from an authority figure saying how you helped solve his problems and ending with “…yes, his service is expensive BUT worth every single cent. I won’t want to use anybody else than him.” Boom! Triple the potency!

The next time you know your prospect is going to negotiate your price, simply give them that testimonial. You can even use testimonials to 4) point out certain positive differentiations about you that your prospect might not be thinking about yet.

5) Testimonials are extremely flexible and applicable in any industry. Every single business is a marketing business. Every marketing business can benefit from using testimonials. I don’t care what industry you are in. I’ve used testimonials in many different industries with great results. From luxury items, to industrial, to F&B, to education, to construction, to design, to manufacturing, to training…

And it can be used in any medium and format. Check out these recent testimonials I saw:

Testimonials on Carls Jr Cup