Learn to Market your Business Using Customer Stories



Posted: Wednesday, July 08, 2009

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Successful business owners know the key to success is to retain the loyalty of their customers while at the same time attracting new clients. Businesses build their reputation on the satisfaction of repeat customers, but this reputation is only valuable for attracting new clients if these current customers can share their positive experiences. The customer testimonial is a powerful tool that can help build this reputation, while at the same time allowing clients to provide feedback.

When customers have the opportunity to provide feedback, they feel that the company cares about their concerns and values their input. By capturing that feedback, the company gets to encapsulate the best of their word of mouth advertising and broadcast it to a larger audience. While traditional word of mouth advertising is by definition beyond the control of the business itself, customer testimonials can be refined and incorporated into the business' marketing plans and advertising campaigns.

When it comes to gathering stories and testimonials from customers, always be honest. Do not edit submitted stories or attempt to invent your own testimonials. If you provide a superior product, service or value, you will not have to wait very long for testimonials from satisfied customers. When people appreciate a consumer experience, they are often happy to share their positive reviews.

Studies have repeatedly shown that a personal referral carries significant weight in consumer buying decisions. While your business cannot control personal references, providing customer testimonials is the next best thing. Prospects feel connected to the customers giving the testimonials, particularly if the customer's situation or need is similar to their own. Detailed stories of how your company filled a need or solved a problem will frequently resonate with shoppers in a particular market segment. Culling testimonials that will appeal to your target market will bring in warm leads with positive expectations to your company.

Be sure to provide customers with a feedback form that gives them space for a brief story or testament to their positive experience with your business. You could provide an online form for customers to leave their remarks more easily. Also, personally target customers who you believe have worthwhile stories to share, and ask them for their feedback. Although testimonials come from an outsider's point of view, they effectively draw people into a business with the kind of insights that can only come from experienced customers.

For a business to succeed, it needs to build a reputation of trust and customer satisfaction, and customer testimonials can help build both of these. This reputation can bring new clients to your customer base, while feedback helps satisfy current customers, resulting in a larger, more loyal customer base. Together, these elements result in both growth in the business's customer base, and an increase in sales. Customer testimonials show current and future clients that your company values their business, and can be trusted to satisfy their needs.

Apex Professionals has seen the advantages of using customer testimonials as a way to successfully market to future customers. Customers that have provided Apex Professionals LLC with powerful testimonials will be able to help future customers make the right decision.

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Top-level comments on this article: (1 total)
» left by Krista Bloom
 2 years 217 days ago.
4 fans.
This was a great article. I agree wholeheartedly and very well articulated by you. That is my testimonial to you, Curtis! Sincerely, Krista Bloom, Ph.D.
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