How to Use Testimonials to Make More Money

·       Include testimonials in your proposals, sales kits, and other marketing materials

·       Pick out the best one or two sentences from testimonial letters and highlight them in yellow so the reader will “find” what you want them to read and remember what was said about you. I call these testimonial “clips.”

·       Use testimonial clips throughout any proposal you write. I use them in the left hand margin space of my proposal paper.

·       Begin your cover letters to prospects with a testimonial clip in a large typeface. It will make the prospect want to read the rest of the letter and proposal.

·       Scatter testimonial clips throughout any correspondence you send. Put them in a box, bold print, or a separate color or font to get them noticed.

·       Make postcards for correspondence with testimonial clips on the front of the card. Or, if you have a full-color postcard with your picture or business information, use a single, powerful testimonial clip on the back of the card.

·       Design a summary from all the testimonial clips you have received. You can actually create a marketing piece by assembling testimonial clips in a booklet. (I have one that has 361 testimonial clips on 12 pages, front and back, 8 pt. type) I know my prospects won’t read 361 testimonials but the pure volume of testimonials in a single marketing piece is mighty impressive!

·       Use testimonials in your advertising – use clips in your written ads, on your shopping bags, on signs throughout your store --on everything!

·       Never produce a marketing piece without including testimonial clips throughout. Often, your prospects will read your highlighted testimonial clips before they read anything else.