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Produce Marketing Content That Educates

A Simple Way to Get Great Testimonials
The best time to get a testimonial is when you are standing face-

to-face with a client and she tells you what a great job you have done.
(Learn to pounce on this moment of truth.)

Here is a simple testimonial system that works every time. Purchase
a two-column business card holder and ask your happy client to give
you two business cards. Ask the client to write a brief testimonial on the
back of one card, and then place one with the testimonial facing up and
the other next to it. (Tip: When asking clients to write a testimonial,
ask them to write it as though they were recommending your business
to a friend who was considering hiring you or buying from you. You
will get a much more powerful tool than if they are writing it to you.)

This little collection of cards will become your sales trophy case
and will lend instant credibility to your claims. It is obvious that
the testimonials are genuine because they are on the person’s busi-
ness card. This little trick also helps clients overcome procrastination
because they can complete the task while you are standing in front of
them. Over time you will build a very impressive showing of testimo-
nials. (Obviously you can transfer these quotes to Web sites and other
marketing materials.)

Frequently Asked Questions
Some of your prospects will come to you with very specific ques-

tions. If you can address them in a succinct manner, you may not
have to do much more. Start by going over the types of questions you
receive from clients, sales prospects, and even e-mails.

Sometimes this can be a good place to start all of your market-
ing materials. After you answer some of the most persistent questions,
go back and make sure that these answers run throughout your other
pages as well.

Bill Caskey of Caskey Sales Training in Indianapolis, Indiana
(www.billcaskey.com), gave me this tip. Create two sets of FAQs.

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