Sunday, July 12, 2009

Let Your Customers Tell Your Story

Marketing and customer service consultant Ron Rosenberg closed a jam-packed, Sunday afternoon-long series of sessions on marketing with a presentation on writing creating great marketing materials.
One of his best suggestions was to make better use of testimonials. Most of us already know that word of mouth is one of the best forms of advertising, but not many people make the best use of it, he said.

Rosenberg had several suggestions to help growers and retailers do testimonials right:
1. People are naturally suspicious of blind testimonials. Make sure you include the name of the person providing the praise for your business or product, along with their job title, location, and if possible, their website.

2. Tell a story. Make sure the testimonial explains how your business helped them make money, live a better life, etc.

3. A great way to get testimonials is to ask for them. Ask you customers to complete a customer service survey, and be sure to ask questions like "Why did you choose to work with us?" or "What was the best part of your experience?" The answers they provide can be instant - and glowing - testimonials.

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