One of the Best Ways to Win Business is with Testimonials, Case Studies
Do your website and brochure encourage people to buy from you?
There’s an awful lot of marketing brochures that go on and on about how brilliant a company is. They talk about equipment and processes. They go on about the company history and the fantastic team. They mention a whole range of products and services.
Many printing company websites are exactly the same. They focus on the company, not the customer. That means that they don’t give customers any real reason to choose that company.
It’s important to show prospects how you get them results
There are two good ways to do this. The first is through testimonials. They give social proof that other companies are using you and have a reason to do so. The trouble is that many testimonials are a waste of space. They feature people who simply say that they like working with the company. There is no substance behind the testimonial. They don’t talk about the results that they have gained through working with the company.
A good testimonial focuses on:
- specific features of the service
- concerns that the customer had before working with the customer
Case studies are even more powerful
A good case study is an in-depth feature on how you worked with a customer. To be powerful, a case study shouldn’t have the main focus on quality, service and price. Instead, it should show how you helped a client’s business to grow. It should concentrate on the results that you created for a customer.
You can use case studies:
- in brochures and on websites
- to send to prospects with sales letters
- to leave behind after meetings
- as e-mail incentives to measure engaged customers
- as useful information in your sales conversations
- as social media content
How do you create powerful testimonials and case studies?
I offer a service creating testimonials and case studies, as well as other content. The work that I produce creates customer engagement.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, “Ten Common Print Selling Errors And What To Do About Them”