Remember the feeling you get towards the end of a rock concert. The lead vocalist says, “You’ve been a great audience. The best we’ve had all tour”.
Do you believe him?
Not a chance.
You know he says the same words to every audience on every tour. You’re not fooled and neither is anyone else in the crowd.
No One Believes A Word…
The lead vocalist of every band the world over has uttered the same words many times. It’s all a bit of kidology between the audience and the band. No one believes it.
Do you feel special? Not really, though it does raise a brief cheer. Does the gig stand out in your memory against all others you’ve attended? Maybe, but it has nothing to do with being told you were part of the best audience.
Stand out gigs may be memorable for a number of reasons. A unique atmosphere or venue. An unusually strong connection between the band and the audience. Maybe it was an electrifying guitar solo, the first live performance of their latest album or a celebration concert.
… Unless It’s Our Own Business
Whatever the reason, the concert wasn’t memorable because you heard the same words that had been bellowed thousands of times before.
Yet, we may use this approach in our marketing year after year. Surprisingly, we believe it and expect our prospects to believe it too.
Look at your testimonials. You’ll see what I mean. How many of your testimonials comprise generalised platitudes about:
• Your excellent service?
• The helpfulness of your people?
• Your industry experience?
• Your speed of delivery?
Do you honestly believe such generic testimonials impress prospects, elevate you from the competition and do a great job for your business?
Take Off Your Blinkers
Take off your “Aren’t We Great” blinkers and read each of your testimonials through the eyes of one of your prospects. Now you see the problem.
All of these generic statements can equally be said about your competitors…and probably about any company in any sector. They don’t help your prospects to make a buying decision. That’s why they do little to help you to attract and sell to more prospects.
Stand Out From Your Competitors
Stand out testimonials use your clients own words to provide the proof your company delivers the results you promise:
• To solve the exact or similar problem your prospect has now…
• …in ways congruent with your prospect’s business…
• …that delivered added benefits beyond those your prospect expected
Few use this approach. That’s why you will immediately stand out and connect with prospects if you do.
Increase Sales Conversions
When prospects research your company below your radar, your stand out testimonials will deliver results. Just as they will in your online and offline marketing. Your salespeople will use them to close more sales too.
Prospects already in your pipeline will also benefit from sharing the experience of your clients. Use your new testimonials in your nurturing campaigns and watch your conversions increase.
This article is a version of a post that first appeared on the Maximizer blog.