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Last week I was writing a brochure for a West Coast company. As I surely got to what Ill call the proof element of the brochure, I was searching around for testimonies. 

The organization already had a full-blown Website and a great PowerPoint presentation. So I was hopeful that Id find some ready made testimonies or at the least some material I could use to produce some. 

They'd one case study with a few consumer prices, because it proved. The material was pieced by me together to create one measly testimonial. It had been significantly less than sufficient. 

Well, probably its no big deal. In the end, strong copy was written by me. Why even work with recommendations? Ill give you four good reasons. 

1. Credibility 

Recommendations provide your organization, item, or service standing. Many people are bombarded with advertising messages each and every day. Its an intense market place. If you want to sell something to some body, you stand a better chance if they can be convinced by you that youre legitimate. Testimonials are like recommendations on a resume. Theyre individuals who vouch for you. 

2. Identification 

Your prospects identify together with your customers that are providing the recommendations. They've problems, similar issues, expectations and wishes. They commiserate. That is great. You would like this in your advertising. (Sorry, but your prospects dont identify with you. Certainly not. Youre selling them something!) 

3. Evidence 

Evidence, alone, is reason enough to collect and use testimonials. Where your customers say, in effect, Theyre right, Mr. or Ms. Prospect this really is. They could save 50%.. to you. or allow you to feel 18 again... or make you enough money to retire at 50. They achieved it for me personally and Im thrilled! Testimonials notarize your marketing speak. 

4. Closing 

Testimonies help close the sale. Sure, they could be used throughout a advertising piece. But they certainly can be found in handy toward the end. Youve presented the problem or need, your product or service, the advantages and features, and more. Then you fall into line your recommendations, most of the clients whose heads are nodding and stating, Yep, it worked for me. Immediately after, you ask for the order. 

For many reasons, testimonies give your prospects the confidence they need to buy from you for the first time. And once your prospects turn into clients, the doorway to repeat sales swings wide open. 

(c) 2005 Neil Sagebiel [http://www.primalbuilders.com/about.php home remodeling]