In marketing, sometimes, it is best to stick into basics and do the traditional way of reaping sales. You might argue that the old ways give incompetent results compared to the many modern strategies that exist. But, it does not always work that way. At most, a lot of people still stick to the old habits in marketing because by tradition, we refer to old as tested through time and in this way, gives positive feedbacks.

In particular, one marketing strategy I am referring to is using the good old testimonial. Since the study of communication process has been established, testimonials are one of the very first effective communication strategy made. In business, testimonials serve as direct proof from people who witnessed the services and products of the company. But that is not all, testimonials could give your company miracles in many ways.

First, through testimonials you get lots of recommendation. The word of the mouth is often very effective in marketing and promoting your products in a fast pace. This also entitles you to venture on advertising without actually doing ads. Customers nowadays hate advertisements. Testimonials are your best resort to gaining more sales without using advertisements.

The second good thing about testimonials is that it also builds your companys credibility. When people start talking about your company and your products, you get immediate recognition and most importantly, good reputation. Oftentimes, hearing various opinions from different people help a lot in the customers decision. Testimonials serve as references to the first time people who venture in your products and services.

And third, aside from being a direct proof, testimonials are also a form of social proof. This means that in effect, the actions and decisions of the persons who gave testimonials to a product or service will almost automatically pave way to the same action and decision that other people will make. It is like a domino chain. A customers story pulls your companys sales in no time. In addition, you no longer need to brag about your products and services because other people already have done that for you.

There are probably a few examples in which testimonials may work for your online business. You could spread the use of testimonials in all your products and services. Like using testimonials in your ezine. You could add testimonials from your previous readers on how they had benefit from your ezine subscription. Take note that testimonials had driven various books from becoming the best-selling books. You could use the same technique here. In addition, testimonials may also be used in promoting your articles. You could use your readers testimonials to gain more visitors in your site.

However, we should also face the fact that not all testimonials are good. You still have to apply a little creativity to make a raw testimonial become a good testimonial. Below are some of the suggested strategies in harnessing a good customers testimonial:

Invite your best customers to join a panel of advisors.

Follow-up detailed customer service calls with a survey.

Call repeat buyers and ask them why the repeat.

Call customers who write in and conduct a phone interview. Offer to write up their words then send it to them for approval and a signature.

Have a testimonial-gathering contest. Give customers a chance to fill in the following line: "Finish this sentence in 25 words or less: I like (name of product) because... "