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"Works Great!"

Using testimonials to unleash the power of the second opinion

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This story appears in the February 2002 issue of Entrepreneur. Subscribe »

If you've ever watched the Home Shopping Network or seen an infomercial, then you know about the power of testimonials. In my experience, there's an instantaneous increase in the number of sales when real customers are seen or heard testifying as to how beneficial a product has been for them. It helps potential customers clearly imagine themselves as proud owners of that product, experiencing the very same benefits as the person who made the honest testimonial.

The best way to get prospective clients to buy from you is to introduce them to other satisfied customers. Because you can't drag your best customers around with you on all your sales calls, testimonials can take their place. Luckily, you don't have to be on a shopping network or in an expensive infomercial to use testimonials to your advantage.

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