SEO Hosting Blog

In the past, I’ve talked quite a bit about how important testimonials are for building your credibility and establishing you as an expert in your industry. But today I want to talk about the other benefit of testimonials (and complaints for that matter) and why you should closely study them before you write a single word of sales copy.

Let’s suppose you run a commercial cleaning business (let’s call it Super Shiny Cleaning Company)and a satisfied customer leaves you a testimonial that says: Super Shiny Cleaning Company is the only cleaning company we’ve ever dealt with that didn’t miss spots and that charged a fair rate. They always do the job right the first time, and they work faster than any cleaning company I’ve ever seen!

Now, if you were the owner of Super Shiny Cleaning Company, your first reaction would be one of joy and pride. You’ll probably slap the testimonial up on your website and forget all about it. And you’d be missing out on a big chance to tighten up your marketing message and to better connect with your target audience.
(more…)