More and more these days, products and services are
being sold by mail and over the Internet. Because the
"store" can't be seen by the prospect, many people don't
quite trust buying at a distance.
Probably the most effective method of putting prospects
at ease is the use of testimonials. When a satisfied
customer says something nice about you, your company,
service, or product; get their permission to use the
comment in your marketing. Nine times out of ten they
will say "yes."
Emblazon their compliment on all your marketing
materials. Include the customer's name and city of
residence. You want to make sure readers know that
it's a real person and not some figment of your
marketing imagination.
Offer to include the name of the complimenting
customer's business as an extra benefit to them.
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