Among the variety of techniques available to you as a marketer, there is one that is virtually guaranteed to increase your business…testimonials !
作为营销人员，您可以使用多种技术来保证您的业务增长……推荐！
To clearly understand why testimonials are so powerful we must first look at the basic perceptions of our audience.
为了清楚地理解为什么推荐书如此强大，我们必须首先了解观众的基本看法。
Here’s how "John Q. Customer" might describe his attitude:
这是“ John Q. Customer”可能描述他的态度的方式：
"In addition to making me an enticing offer, you must prove to me that you are okay to do business with. You must eliminate any fear that I have about doing business with you. The basis of my fear is doubt and skepticism…two essential components for survival in today’s tough business marketplace.
“除了给我一个诱人的报价外，您还必须向我证明自己可以开展业务。您必须消除对与您进行业务往来的任何恐惧。我恐惧的基础是怀疑和怀疑……两个基本要素在当今严峻的商业市场中生存所需的组件。
I come by my fears honestly and from experience. I have been conned before. I have been lied to before. The quality of products and services that I have purchased in the past have not always lived up to the claims made for them.
我诚实地从经验中摆脱恐惧。 我以前被骗过。 我以前被骗过。 我过去购买的产品和服务的质量并不总是符合其要求的。
Hardly a day passes that the nation’s press doesn’t reveal some major breech of ethics by business and political leaders. Dishonesty and misrepresentation are commonplace. So why, in the face of all this negative experience, should I believe your advertising claims? "
几乎没有一天，美国的新闻界没有透露商业和政治领导人的某些重大道德操守。 不诚实和虚假陈述是司空见惯的。 那么，面对所有这些负面经历，为什么我应该相信您的广告主张？ ”
These are sobering conditions in which to operate. It’s easy to understand why customers temper their buying decision with caution. They don’t want to lose money and, more importantly, they don’t want to feel foolish. Eliminating this natural fear and skepticism is the job that testimonials do best. The reason is simple: If you say you are good, people ignore your self-serving back-patting. When others say you are good…it’s credible. This goes to the very heart of why testimonials are so powerful…they give us credibility and believability.
这些是在严峻的条件下运行。 很容易理解，为什么客户谨慎地调整其购买决定。 他们不想亏钱，更重要的是，他们不想感到愚蠢。 消除这种自然的恐惧和怀疑是证明书最擅长的工作。 原因很简单：如果您说自己很好，那么人们就会无视您的自我维护。 当别人说你很好时，这是可信的。 这就是为什么推荐如此强大的根本原因……它们使我们具有信誉和可信度。
When you deliver a good compelling offer that is both credible and believable, your sales and profits will increase.
当您提供令人信服的令人信服的好报价时，您的销售额和利润将会增加。
There are four different types of testimonials. They are:
有四种不同类型的推荐。 他们是：
Customer: By far the strongest category of testimonial is the satisfied customer. In consumer offers a 30% increase in business is not unusual, and business-to-business offers often double or triple results through the use of good customer testimonials.
客户：到目前为止，最强的推荐类别是满意的客户。 消费者提供的业务增长30％的情况并不罕见，而企业对企业的报价通常会通过使用良好的客户评价而获得双倍或三倍的结果。
Celebrities: Celebrities are not as believable as customers. They are not credible because they are paid. I may not like the celebrity which could negatively affect my attitude towards your company or product. They generally increase awareness, but it may not be good awareness.
名人：名人不如顾客可信。 它们不可信，因为它们是有偿的。 我可能不喜欢名人，这可能会对我对您的公司或产品的态度产生负面影响。 它们通常会提高意识，但可能不是很好的意识。
Experts: If you are selling artificial hearts, then a testimonial from Dr. Denton Cooley would probably boost business. Even though he might be paid, he is so credible that it would probably work. Your expert must be an expert in a relevant field.
专家：如果您要出售人造心脏，那么Denton Cooley博士的推荐可能会促进业务发展。 即使可以得到报酬，他也是如此可信，以至于它可能会奏效。 您的专家必须是相关领域的专家。
Expert Organizations: A trade association, a magazine in your field, a chamber of commerce, a newsletter, etc. Expert organizations carry a lot of weight because people believe that their opinion cannot be bought.
专家组织：行业协会，您所在领域的杂志，商会，新闻通讯等。专家组织具有很大的分量，因为人们认为他们的观点无法接受。
To maximize the selling power of testimonials, you should keep a few tips in mind:
为了使推荐书的销售能力最大化，您应该牢记一些技巧：
Testimonials phrased in specific terms pull more weight than more general statements. For example…
用特定术语表述的推荐比一般表述更具吸引力。 例如…
"I increased my companies profits by $78,350 last year using your advice!"
“根据您的建议，我去年使公司的利润增加了78,350美元！”
is a lot more effective than..
比..有效得多
"I enjoy working with your company."
“我很高兴与您的公司合作。”
"Mr. John Jones, President SMITH MANUFACTURING Chicago, IL
“伊利诺伊州芝加哥SMITH MANUFACTURING总裁John Jones先生
rather than
而不是
" J. Jones, Chicago"
“芝加哥J.琼斯”
The more complete the attribution the more believable the testimonial.
归因越完整，证明就越可信。
Resist any temptation to rephrase you customers’ words. You’ll generally lower the believability factor.
抵制任何诱惑以改写客户的话。 通常，您会降低可信度因子。
You will triple the believability and selling power if you print a photo along with the words. Photographs of the person using your product work best.
如果将照片与文字一起打印，那么您的可信度和销售能力将提高三倍。 使用您产品的人的照片效果最好。
Collecting usable testimonials should be an organized and on-going marketing function.
收集可用的推荐信应该是一项有组织且持续的营销职能。
First…Read the in-coming mail carefully and keep a file of customer comments. Follow-up on those with potential and put them in usable form.
首先…仔细阅读收到的邮件，并保存一份客户评论文件。 跟进那些有潜力的人，并把它们变成可用的形式。
Second…Analyze your customer list and develop a sub-list of your top 10% of customers by sales volume and frequency of ordering. Carefully craft a letter to this select list "Asking for their help". Suggest to them what you are looking for in the way of comments and then let them provide you with the raw material. The important lesson here: You can’t sit casually back and hope for testimonials to come your way. You have to go out and get them.
其次…分析您的客户列表，并根据销售量和订购频率为您的前10％的客户制定子列表。 仔细撰写此选择列表的信“寻求他们的帮助”。 用评论的方式向他们建议您要寻找的内容，然后让他们为您提供原材料。 这里的重要一课：您不能随便坐下来，希望您的推荐能如愿。 你必须出去拿他们。
The reward, however, is always worth the effort. The time you spend nurturing your testimonial program will result in increased sales and profits, an improved image, more sales leads, lower sales costs, shortened selling cycles, and improved cash flow.
但是，奖励始终值得付出努力。 您花费时间来培养您的推荐计划将导致销售和利润的增加，形象的改善，更多销售线索，更低的销售成本，缩短的销售周期以及改善的现金流。
翻译自: https://www.sitepoint.com/testimonials-increase-sales/
