Already on ArticleSlash?

Forgot your password? Sign Up

Testimonials in Direct Mail Advertising Sales Letters Must Sound Groovy - Dude

Alan Sharpe
 


Visitors: 306

If you want to improve your sales letters, read movie reviews. One of the most common criticisms brought against new movies is that the characters are wooden and one-dimensional. Their actions are predictable. Their speech is predictable.

Remember this when you decide to include a testimonial in your direct mail advertising letter. Putting a testimonial in your sales letter will only help your case and persuade prospects to respond if the testimonial sounds authentic.

So listen hard when you're listening for good testimonials. Listen for the phrase that is ungrammatical, the thought expressed in the vernacular. Listen for the observations from satisfied customers that sound real.

Then quote those testimonials verbatim, keeping the grammatical mistakes if possible. Your testimonials need to have an authentic sound to them, a sound that you cannot reproduce with your own pen. So let your customers speak for you by letting them speak for themselves. You'll sound more convincing precisely because they do.

Here's an example of what I mean. One of my clients, who makes commercial earth moving equipment, wanted to persuade owners of competing graders to take a test drive in my client's grader. The problem is, many prospective customers own Caterpillar graders and have a loyalty to the Caterpillar brand that borders on religious fanaticism.

My client wanted to persuade these tough prospects that blade hands who operate my client's grader are more comfortable and productive than those who operate competing machines.

Problem was, my client couldn't exactly say that in their own words. They would sound like they were boasting. Besides, they are biased, right?

I decided to make this proposition by way of a testimonial. I searched the company's sales literature and dealer newsletters, and found a pearl that came out of the mouth of a blade hand who works for an earth moving company in Frisco, Texas. I quoted him by quoting how his company president quoted him:

"All of our guys were Cat hands, but after we put a 772 into the hands one of our number-one blade hands, when he started running that blade, about a week later he said, ‘Don't go bringing that Caterpillar back. '"

I couldn't have said that any better if I'd tried. So I didn't.

-
About the author
Alan Sharpe is a direct mail copywriter who helps business owners and marketing managers generate leads, close sales and retain customers using direct mail and email marketing . Learn more about his creative direct mail writing services and sign up for free weekly tips like this at www.sharpecopy.com

© 2007 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the “About the author" message).

(483)

Article Source:


 
Rate this Article: 
 
Direct Mail Fundraising Letters - 41 Things You Can Mail to Donors
Rated 4 / 5
based on 5 votes
ArticleSlash

Related Articles:

Direct Mail Fundraising: Use Testimonials To Boost Readability And Response In ..

by: Alan Sharpe (March 01, 2007) 
(Business)

Direct Mail Sales Letters

by: Mario D. Churchill (April 08, 2007) 
(Business)

Six Mistakes To Avoid In Making Direct Mail Sales Letters

by: Mario D. Churchill (February 22, 2007) 
(Business)

Direct Mail Lead Generation Sales Letters Work Best When You Refund Your Fee

by: Alan Sharpe (May 22, 2007) 
(Business)

Make Your Direct Mail Sales Letters More Powerful with More Personalization ..

by: Alan Sharpe (March 04, 2008) 
(Business/Marketing Direct)

Direct Mail Sales Letters - 10 Key Elements to Creating Marketing Pieces That ..

by: Chestin Salisbury (March 01, 2007) 
(Business)

Write Your Direct Mail Sales Letters Like a Page on Google to Boost Response, ..

by: Alan Sharpe (April 02, 2007) 
(Business)

15 Ways Direct Mail Sales Advertising Overpowers TV Ads

by: Donald Yerke (June 17, 2008) 
(Business/Marketing Direct)

Direct Mail Advertising Copywriting - Twelve Ways to Evaluate Direct Mail Copy

by: Alan Sharpe (May 01, 2007) 
(Business)

Direct Mail Fundraising Letters - 41 Things You Can Mail to Donors

by: Alan Sharpe (January 10, 2008) 
(Business/Marketing Direct)