Several years ago while writing a sales brochure for a West Coast manufacturer I attempted to dig up some testimonials that I could include in the copy. The company had a good website and PowerPoint presentation, so I was hopeful that I’d find some ready-made testimonials–or at least some material I could use to create some.
As it turned out, they had one case study with a couple of customer quotes. I pieced together the material to write one measly testimonial. It was less than adequate.
Did it matter? After all, I wrote strong copy. Why even bother with testimonials? I’ll give you five good reasons.
1. Enhance credibility.
Testimonials give your company, product, or service credibility. Everyone is bombarded with advertising messages every day. If you want to sell something, you stand a much better chance if you can convince prospects that you’re credible. Testimonials are like references on a resume. They’re the people who vouch for you.