In direct marketing, there are lots of catch phrases we use over and over again. Like "There's never been a better time to ..." And, "This offer won't last so ..." And "It's our way of saying 'Thank You' ..." And, of course "Call now," "Act now," "Buy now," "Learn more now," and myriad other — oh-so-emphatic — calls-to-action.
Here's another phrase that can help you increase response:
"But, don't take our word for it ..."
You may be making a very attractive offer. Your product may be best-in-class. Your organization may donate half its profits to widows and children. In fact, you may be the most honest person to ever list Marketer as your occupation on a tax form. Even so, your propsective customer doesn't trust you. The thing is, you're trying to sell them something and it's human nature to be suspicious.
Your best defense is to not defend yourself. Really. Let others do it for you. Customer testimonials are one of our not-so-secret weapons (and bonus if you have a name and a picture next to that glowing recommendation).
But, don't take our word for it.
Here are some statistics that will have you singing the praises of testimonials too:
But, what does all this mean for business revenue? A lot.
Testimonials are an important asset for marketers — and one that we should all leverage wherever and whenever we can.
Then again, don't take our word for it.
For creative marketing that really works, it’s time for B Direct.