Testimonials are a form of word-of-mouth advertising, the oldest form of marketing. Testimonials carry much more weight with prospective customers than almost anything you can say about yourself, because they’re unbiased – the word of an independent third party. Usually, they’re unsolicited, giving them even more weight. Using testimonials on your direct mail postcards is an excellent way to convince recipients to do business with you.
There a couple of ways you can do that.
Quote from them.
A key phrase – literally presented in quotation marks so there’s no mistaking it as a testimonial – can do wonders to reinforce your message or establish your reputation. If you can add the name of the person or business quoted, even better. Place it prominently so it stands out.
You could use two or three testimonial quotes, if they’re very short and make separate key points about you or your business. Present them as bullet points. You could say this:
- Convenient hours
- Great food
But your direct mail postcards will be more effective when you let people speak for you:
- “Dr. Smith put my 5-year-old at ease right away.”
- “Thank you for being open on Saturdays.”
- “That was the best steak I’ve ever had!”
Learn from them.
Successful direct mail postcards – any marketing, really – conveys benefit to your prospects. What’s in it for them if they choose you as their dentist, pool service or next favorite restaurant or boutique? All too often, though, small business owners have difficulty seeing themselves through their customers’ eyes, and that makes it tough to know what say or emphasize on your postcards.
Testimonials and reviews tell you what you need to know. When people comment on your friendly, knowledgeable staff, your unique range of products, the outstanding quality of your service or how much money they saved, they’re telling you the benefits they derive from being a patient, client or customer.
Make it a point to collect testimonials.
Any business can say they’re great, but using testimonials on your direct mail postcards backs up your assertions with real-life “proof.” Prospects don’t have to take your word for it.
You should always read reviews about your business, but rather than simply viewing them as an ego-boost or an “oops, we’d better fix that” learning experience, keep track of the kinds of positive comments people make, so you can use those comments to improve the performance of your direct mail postcards and other marketing.
Overtly solicit reviews and testimonials.
Yes, your mom taught you boasting was bad manners, but inviting customers to comment on their experience with you is flattering to them and it helps you build your business. Marketing is not boasting, because you’re giving people an entirely accurate picture of what it’s like to do business with you. And if you’re the best, why not flaunt it a little?
- Be sure you’re at least listed on Google+, an essential for any local business these days. Yelp and Angie’s List are also important review sites for certain types of businesses.
- Track comments on your company’s Facebook page.
- Send a short customer satisfaction survey as a sales/visit follow-up, and ask if you can use their name along with their comments.
- Put a sign on your check-in desk or next to your cash register asking customers or patients to post a review (and tell them where). Email them a link with your “thanks for your business” follow-up.
Today, shoppers of all types deliberately search online to learn more about a business they’re considering. They look for reviews, and they take them to heart. That’s especially true if your business involves a high degree of personal contact – dentistry, personal trainer, massage technician, etc.
Including testimonials on your direct mail postcards allays fears, builds trust and increases your prospect’s confidence by confirming they’re making the right buying decision choosing you.