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There have been very effective ads that were nothing more than four or five testimonials, and it worked! The obvious reason for common usage of testimonials is the credibility that they represent. There also have been testimonials that have not worked, we are going to look into why for both cases.

Remembering the three part formula for an effective ad;

1) make the benefit promise,

2) document or prove your claims, and

3) make as irresistible and/or risk free an offer as possible; then it is clear to see that proper testimonials represent the first two, big time!

Even though establishing the importance of proper testimonials, it is equally important to establish the definition of “proper”. While declaring earlier that the most effective ads demonstrate the “positive benefits to you” of buying your product/service, it is a no-brainer to accept that testimonials should declare the same theme, particularly with one extra spin on them. There are far too many testimonials out there that say “he was on time”, “he did a good job”, “he knows what he is doing” or the like.

These are all declarations that he/it performed as expected, which is not bad, but not exceptional! The most effective idea is to convey the distinct impression that this is an exceptional value, that he/it delivers results beyond what is excepted, he/it went beyond the call of duty to give me exceptional service and satisfaction that could not be delivered by brand X!

eg.- “because of his large inventory on hand, I didn’t have to wait 4 days to get what I wanted, like I would have with the other guys”, or, “I’ve taken lots of different brands of supplements, but until they explained to me that I needed to take them with meals, did my pain go away”, or, “he called in his expert friends and they solved my problem, which nobody else could.” Or, even the dreaded “he forgot to bring a ___but he drove 2 hours to find one, just so I could ______.”

I contend that it is falsely considered heresy to admit that you ever made a mistake. If you admit that you aren’t perfect, but that you will make it right, then you demonstrating attitudes of humility and determination to do the right thing when needed. We all know that we all make mistakes. It’s the attitude about doing extra that should be in “proper” testimonials.

Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.

Go to: http://www.more-new-customers.com to get free copy of “Marketing to Men vs. Women- the 8 different responses” and a Free copy of “Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business.”

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Shooting Fish in a Barrel: Convincing Clients It’s that Easy

Local search tools are evolving rapidly. Yet, business-to-business and business-to-consumer firms are slow to adopt them into their Internet strategy. Search engine marketers, or SEM’s, find this frustrating, and for good reason. Nearly 45 percent of all search-engine users utilize search engines to find local products and services. By far, the most-common search phrase is “industry” plus “location.” With so few sellers doing local search-engine marketing, new local customers are there for the taking.

Still, lack of knowledge and interest abound. When pursuing new clients, search-marketing firms often will hear:

“We already have somebody who takes care of our Web site.”

“We tried buying keywords on Google for a few months, but nothing happened.”

“We’re sales driven. We don’t need Internet leads.”

It is not enough for SEM’s to know all the latest and greatest techniques and trends. Technical proficiency alone will not convince companies with traditional sales and marketing models to establish new budget categories and launch untested programs. For that to happen, SEM’s need to:

Focus the client on local search;

Build interest with local search success stories;

Offer a strategic vision; and

Road map the tactical steps to make the vision a reality.

Focus. The entire universe of SEM can bewilder potential clients, so they often retreat to the certainty of the status quo. But nothing is more certain than cultivating local customers. A client will see the value of local SEM more readily than strategies with less-direct impact on customers.

Build interest. Success stories influence slow adopters: it’s one thing to hear bold claims from a vendor; it’s another thing to hear about a company who actually achieved double-digit growth with a local search strategy. Effective SEM’s overcome skepticism by using well-documented case studies of their best projects.

Offer a vision. SEM’s, immersed in their field, sometimes assume the client’s level of understanding is better than it actually is. In fact, most companies eagerly seek help in understanding how technology is changing customer behavior. At the strategic level, the SEM must focus on the marketplace, not the technology. For instance, instead of explaining the intricacies of Voice over IP, or VoIP, describe how customers will soon be using cell phones to find products and services. When a company sees where their customers are headed, it will do everything possible to get there first.

Road map. Only when the client sees the “why” of local search should the SEM turn to the “how.” This is the time for the SEM to demonstrate precision and technical skill; for example, a detailed explanation of cost and return-on-investment for a paid-search campaign will convince the client local search is meat and potatoes, not pie in the sky.

Clients will partner with SEM’s that have compelling vision and technical expertise in equal measure. Make local search central to the vision, describe the new marketplace and show clients step-by-step how to thrive in it. The business will follow.

Aaron Wittersheim is president of Whoast Inc., a suburban Chicago search-marketing firm. For more information, visit http://www.whoast.com

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