11:19 PM
Monday
March 28, 2011
Hello.
It's my time again.
You'll learn something very special today.
In my experience, testimonials almost always enhance
a promo package… except… when they don’t. If you're
offering something special to get people interested in
you or your office, you might want to think about using
more testimonials.
What might make for a bad time to use a testimonial?
Most often, when the testimonial itself just plain stinks.
I know you may not understand what I'm saying so I've already
thought of this.
For instance… When it’s emotionally unsatisfying and vague:
“I found your book very useful.”
When it’s too gushy:
“I love your book! It’s the best one I’ve ever read!
The exclamation point on my keyboard is stuck!!!”
When it’s too polished or pretentious:
“We delight in your intrepid and yet profitable handling
of territory so treacherous as options investing.”
When you’ve used stock photos instead of real ones:
Rule of thumb: Most of your potential patients probably do
NOT have bleached teeth or airbrushed faces. And most of
them do not wear t-shirts that have been pressed and dry-cleaned
before the photo shoot either.)
When they’re a legal risk or
just plain fake:
“I’ve secretly used this investment newsletter to pick stocks
for years. I’d be working at McDonald’s without it.” –
Warren Buffer, Omaha.
Or when the customer seems too embarrassed to sign it:
“I like your stuff, really I do. – Anonymous”
We could go on finding many ways testimonials won’t do
what you want them to do. But how about how to make
sure you get good testimonials and use them properly?
Here’s a truism based on experience:
Good services, first and foremost, better your chances
of getting good testimonials.
Bottom line: There’s no way to get good testimonials
without applying a little elbow-grease and a little
creative harvesting.
That said, copywriting legend John Caples had a tip.
Try running a testimonial-gathering contest.
Caples liked to give customers a chance to fill in the following line:
“Finish this sentence in 25 words or less:
I like ____________________ because…”
And in return, he would offer every participant a small prize.
Here’s another great idea, based on an insight from mentor
Michael Masterson: “Ask them what their life was like before
they called your office… what their life is like now… and,
specifically, how your services helped them make that change.”
Good ideas, don’t you think?
If you like what you learned today, write me a comment or send
me an email.
drroddc@yahoo.com
Dr. Carney
P.S. Again, I love marketing and I love chiropractic and what it
does for the health of any patient, so if you like what you're
learning let me know because I want to continue blogging if you
like what you're learning.
Life is good when you know what marketing can do for you!!
It is a GREAT LIFE!
