People won't believe you. Why? Because we've all been lied to and fooled time and time again. Remember this is the United States, the land of freedom of speech.
If you want customers to go along with anything you're promoting, marketing, or selling you must to use testimonials in business.
Your clients or prospects will believe something someone says about you 100X more than something you say or preach about yourself and it's a proven fact.
A consumer needs whats called "social proof." Why do you think big business and huge corporations align themselves with celebrities? They hire a celebrity as social proof to say their product is exactly what a consumer is looking for. Remember the commerical with Michael Jordan playing basketball with all the kids while drinking Gatorade?
It makes someone think, "hey Michael Jordan drinks Gatorade!" "This stuff must actually be what I need during my game or while I'm working out."
This is one of the best commercials.plus Jordan is my all-time favorite athlete.
Side note: Gatorade isn't very good for you FYI.
Obviously, a celebrity promoting your product or service is the best testimonial. Very far-fetched for people in small business or business online like you and me. In small business however it isn't hard to find a local celebrity for pretty cheap. One such as a news anchor for example.
It is an absolute necessity to ask for testimonials from clients who have had a good experience with your products or services. This applies to people in all forms of business. If they like you and you've done a great job in their eyes, they shouldn't hesitate saying a few good words about what you're trying accomplish in business.
You might not think this applies to a chiropractic practice, but it really does. Patients for some reason are already somewhat scared to try a chiropractor.
They can see a presentation of me explaining them how our office is unique, but they won't care until they've seen other people had a good outcome and good experience.
You can automatically go from zero to hero when you use testimonials in business.
This is our number one goal: increase credibility and gain "social proof."
Dan Kennedy uses this example in all his presentations concerning testimonials.
A Ford dealer in Arizona doesn't have to negotiate the price of a truck or car he is selling, he gets full price every time. Why?
He's a normal guy with a normal sales tactic.
You test drive a car or truck and you love the car. You say, "I'll take it." Mr. Salesman says, "lets go do the paperwork." He then walks you into the building through the rows of plastic partitioned salesman's "offices." You set down in hard plastic chair, you look up, and what do you see?
From floor to ceiling are pictures of smiling faces next to their new Ford car or truck. You then see a guy with picture next to a Ford Bronco. Then same guy next to a Ford F150. Tthen a picture of his wife next to her Ford Taurus. Tthen a picture of his father with a Ford Explorer. Did you get the point?
Social proof to the MAX! This is the top Ford salesman in Arizona and he gets full price every time.
Now, next time you do a great job ask for a testimonial, and use testimonials in business to show social proof.
Line your office or website with photos of smiling faces.
Author Resource:
Dr. Steve Smiley is an expert in teaching business owners and other doctors how to use testimonials in business . He also teaches business owners and doctors how to use and start developing a USP or uniqe message in all their marketing materials.
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