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ACTION PLAN MARKETING

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July 28, 2008

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Invoice Factoring Blog

Using testimonials and endorsements is an old time tested technique of increasing.

However, I have to admit that they also raise questions if they don't include the full information of the endorser.

Case in point: I have seen endorsements such as:

"Best widget I used in my life..... " John D., Oregon, Widget user

Now, one could argue that not including Bob B's info is reasonable (he doesn't want to be contacted by everyone asking if it's a true endorsement)... but on the other hand, if you don't, then you could suspect the endorsement is fake.

One solution we use: We tell our clients that we can provide references that can be contacted, but only alongside a proposal. That means that we only list our references who are willing ot be ocntacted to serious buyers...

What do you think?

Leticia Barrios

What can I do if I am beginning my business and I still do not have any testimonial? How can overcome this situation?

Shel Horowitz

Robert, I'm a big fan of social proof. I'm always begging my clients to get and use testimonials themselves, and meanwhile I collect tons about my work from them.

Testimonials need to be specific and attributed.

A lot of my work is with authors and publishers, and one of my favorite heresies is that I don't stop getting endorsements just because a book happens to have already been published. For my own sixth book, Principled Profit: Marketing That Puts People First, I collected 55 blurbs before going to press, and another 25+ since then (including marketing legends like Mark Joyner and Bob Bly--why would I turn them down just because the book is out?). I have all 80 on my website, at http://www.principledprofit.com/new-blurbs.html

But endorsements are just one kind of social proof. To sell this book, which discusses how high ethics, Green consciousness, and an attitude of service can drive success, I also build trust via:
* Awards
* Large sale to a major corporation
* Press reviews
* Republication by two foreign publishers (an especially important credibility-builder because the US edition is self-published).

For my forthcoming eighth book, I'm partnering with Jay Conrad Levinson, author of Guerrilla Marketing. Hitching your wagon to a recognized star is of course another great way to establish social proof.

-Shel Horowitz, copywriter, marketing strategist, and author of seven books

Greg Halpen

This is amazing information. I can already see where I could apply this law to my marketing. I am going to chat about it with my Action Plan marketing coach at our next session!

Greg
The Gay Guy's Love Coach
http://www.thegayguyslovecoach.com

Meredith Hamilton

This is a constant struggle for me. We work with expert witnesses and anything they say or do can and will be used against them by opposing counsel. So even though we receive many testimonials about our consulting, products, and the results achieved - I don't want to put our clients at risk in any way.
The uniqueness of our business makes this so tough - because I totally agree with your advice!

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