by jimchicago | Apr 8, 2013 | Strategy & Tactics, Testimonials
We’ve discussed the need for testimonials that focus on the primary benefit of your product or service. Remember that you also need testimonials about your product’s less prominent benefits … just as the star of a show needs a supporting cast, and...
by jimchicago | Apr 4, 2013 | Strategy & Tactics, Testimonials
I hope the example in “Testimonial Power Part 2” helped you write a brand statement that can guide you in building a great set of testimonials. But there’s something else I should have mentioned in that post: the importance of audience research. More...
by jimchicago | Apr 2, 2013 | Copywriting for Web, Testimonials
In yesterday’s post, we looked at a strategic approach to getting customer testimonials for your product or service (we’ll say product from here on, but the advice applies to services as well). I thought it would help to give an example of this approach...
by jimchicago | Apr 1, 2013 | Copywriting for Web, Testimonials
Sure, customer testimonials are everywhere . . . but that doesn’t mean you shouldn’t use them on your web site or in other marketing communications. Do testimonials right and they still can help lift your product or service above your competitors. And that...
by jimchicago | Mar 30, 2013 | Branding, Video
You’ve heard it before: Make the content of your web pages as relevant and specific as possible to the audience you’re trying to attract. Find out which keywords and phrases your audience is using to search for the services and products that you offer....
