Denny's Daily Zinger: Always Use Testimonials!
Time to rewrite an ironclad direct marketing rule from Ed Mayer: "Success in direct mail is 40 percent lists (audience), 40 percent offer, 20 percent everything else."
My suggested new formula: 30 percent lists, 30 percent offer, 30 percent testimonials, 10 percent everything else.
The Grand Budapest Hotel
We saw and loved it! Brilliant!
On researching an upcoming story, I came across a tiny ad for the film in a page from The New York Times, 2005. Click on the ad and the reader is immediately transported into a wonderland of evocative images and clips from the film. It's a hoot!
What are missing are the boffo reviews.
Nothing sells books, movies, automobiles like 5-star***** reviews!
Same thing with testimonials from happy customers.
Your copywriter may be brilliant. Offer great. But if you can get third parties—outsiders—to enthusiastically validate your creative hype, you'll greatly increase response.
Takeaways to Consider
- I am continually astonished at clients who say, "I have scads of testimonials. They're in a shoebox. No one ever suggested I use them."
- Always troll for testimonials.
- If someone sends you a testimonial, do the following:
—Always say thank you, thank you.
—Ask for permission use the testimonial in ads.
—Print the testimonial exactly as you plan to run it and get the person's okay.
—Ask if you can use the person's name.
—If no dice, you can always use initials, such as., —D.H. Philadelphia (Initials are not as powerful as a real name)
—Don't date it. You want to be evergreen.
Denny Hatch's new book is "Write Everything Right!" Basia Christ writes, "I read the book in two days ... I couldn't put it down! It is fun reading filled with resources, anecdotes, and although I have an MBA in Marketing, I learned much more from your book than many of my classes." Click here to download (opens as a PDF) and read the first three Chapters FREE. Reach Denny at email@example.com.