Written by Thomas Norris
The Art of the Testimonial: Crafting Compelling Quotes for Marketing Collateral
When it comes to marketing collateral, salespeople are always looking for an edge. It’s not enough to just have good-looking brochures or slick website designs; you need to make sure your message hits home with potential customers. One of the most effective ways to do that is through testimonials. They’re an invaluable part of any marketing strategy, and when used properly, can be a powerful tool for salespeople.
But what exactly is a testimonial? A testimonial is a quote from a customer, partner, or other trusted source that speaks to the value of your product or service. It’s a powerful way to show potential customers that you have a track record of success and that you’re trustworthy.
Testimonials can be used in a variety of ways. They can be used in brochures, website copy, emails, and even on social media. They’re a great way to add credibility to your sales pitch and can be used to boost your sales team’s confidence.
But crafting the perfect testimonial isn’t easy. You want to make sure it’s compelling enough to make potential customers take notice. Here are a few tips to help you craft the perfect testimonial:
1. Make It Relevant
A testimonial should be relevant to the product or service you’re selling. Make sure the quote speaks to the value of your offering and that it’s something potential customers can relate to.
2. Keep It Concise
Testimonials should be short and to the point. Try to keep it within two or three sentences so that potential customers can quickly understand the value of your product or service.
3. Make It Personal
When crafting a testimonial, try to focus on the customer’s experience rather than just the features of your product or service. Customers want to hear about how your product or service has impacted someone’s life, not just a long list of features.
4. Make It Real
Make sure the quote is from a real person. It should be someone who has actually used your product or service, not just someone who has been paid to say nice things about it.
5. Make It Specific
Try to make the testimonial as specific as possible. Don’t just say that someone is “satisfied” with your product or service; focus on how it has impacted their life in a positive way.
6. Make It Visual
Testimonials don’t have to be just words; you can make them visual as well. Include a picture or video of the customer to give your testimonials a more personal touch.
7. Use Multiple Sources
Don’t just rely on one quote; use multiple sources to show potential customers that your product or service has had a positive impact on a variety of different people.
These are just a few tips to help you craft compelling testimonials for your marketing collateral. Testimonials can be a powerful tool for salespeople, but only if they’re crafted properly. By following these tips, you can ensure that your testimonials are effective and help you get the edge over your competition.