You’ve heard the litany:
- Testimonials are great third party endorsements.
- Using testimonials will increase your conference attendance.
- Yadda Yadda
It’s all bull.
Two big reasons you should do it anyway.
1. Smart testimonials will make people pause.
Testimonials can give marketers what they want…a better chance of being heard and considered. Our lives are cluttered with emails and advertisements. So much comes through every day that we’ve become a nation of skimmers. A well written testimonial and photo can stop a skimmer in their tracks and cause them to read your offer more closely.
2. Testimonials build community.
When you highlight one of your participants with a photo and intelligent testimonial, it shines the light on them. People in their network may share or send a note saying “Cool…and I knew you when.” This can earn you a customer for life, especially when you target a core attendee instead of a known leader.
Crafting Powerful Conference Testimonials
Here are five tips to help you earn the pause and community:
1. Hit the Target.
Send the right testimonial to the right prospect. Ever hear that commercial “attention Medicare recipients…..” Well if you’re not a Medicare recipient, you don’t care and stop listening. Testimonials are the same way and can work for you or against you. Ensure you understand the needs of your prospects and use the right testimonial for the right prospect. Read more on targeting your testimonials.
2. Specific benefits are better than cotton candy testimonials.
Convert your attendee’s compliment into a measurable endorsement that will sway opinions. Keep it short. Get your prospect to stop and think.
3. Write it yourself.
No, don’t lie. But ask follow-up questions and get specific. Most testimonials are generic and don’t grab attention. Don’t forget to get approval on the full quote and off you go!
4. Overcome objections.
Price, location, time out of the office – whatever the objection; use testimonials to overcome conference participation excuses.
5. Make it Real.
Add authenticity and credibility to testimonials by including a full name, title, company and photo of your endorser. Fence sitters will research more when they see that you’ve been endorsed by a person from a similar or known company and/or position.
How effective are testimonials for your attendance acquisition strategy? What other marketing strategies increase consideration or cause a pause?