5 Reasons Why Testimonials Boost Sales

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.

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Will Rogers on Horn Blowing

“Get someone else to blow your horn and the sound will carry twice as far.”
–Will Rogers

I consider the above quote from Will Rogers a testimonial for testimonials. Do you have plenty of testimonials, quotes, or recommendations for your business and yourself?

They are not exceedingly difficult to obtain. Usually, a simple request will attract a few. And sometimes they will come to you unsolicited.

For example, I recently spotted one in an email from a client, so I simply asked for permission to use it. At the risk of being immodest, I will share it with you:

“Seeing your email in the long list of unanswereds is like lasagne in the oven. I know it’s going to be savory and easy to serve!”
−Anne Clelland
Handshake 2.0

I repeat, it was in an email. It fell right into my lap. So I thanked Anne for the compliment and asked if I could use her words. Now I’ve parked her quote here with several others.

Whatever your business or career, you certainly have to blow your own horn from time to time. As Will Rogers said, don’t miss those opportunities when others will do it for you. The sound travels twice as far.