Message & Media: In Their Own Words
Here are 14 opportunities to let your customers speak on your behalf.
1. Include a customer comment in your letter copy as the Johnson box, opening "grabber sentence or supporting sidebar story—even your P.S. Use quotation marks or italics to make these words stand out as being different from the rest of the copy and add a human element.
2. Add comments from longtime buyers to your requests for customer referrals. Consumers like to be associated with other smart shoppers.
3. Add customer testimonials to introductory letters and e-mails you send to the referral names you gather. Add them to letter copy or print several of the testimonials on the back of the letter. Include one or two in an e-mail, then provide a link to more. Prospects like to hear from first-time buyers about their own initial buying experiences.
4. Tease readers into opening your outer envelope with a testimonial. Pick one that addresses a buying objection head-on, such as the one used by Blue Cross and Blue Shield of Kansas.
5. Send a cross-selling e-mail to a recent product buyer that includes another customer's product review for the product being cross-sold. Better yet, include two or three reviews with a link to the product page with even more reviews and the opportunity to buy with one click.
6. Place a powerful customer comment within the first two inches of the e-mail, which will display in the preview panel. The preview panel is the Johnson box of e-mail.
7. Capture product reviews on video and post them on your website and in e-mail links. Customer videos are particularly effective for selling new, unique and/or high-end products such as the Kindle DX wireless reading device. Amazon videoed Kindle DX users holding and talking about the DX, then shared "See what customers have to say" on the product's Web page. While the same Web page lists all the DX benefits, hearing a user talk about them is more believable and engaging.