Blah Blah Blah! Ever read a website or sales copy and found that it’s just a lot of hot air? Not great for their lead generation strategy… because if you read something that seems 
like it’s not the least bit interested in you or what you’re after, what’s the likelihood of you following up on the initial interest that made you click on the link?
This is definitely something we can learn from as we design our own approach to generating leads.
Not “Me Myself and I” but “You, Yourself and You”
To encourage new clients to trust you, avoid the common marketing mistake of an ego-centric ‘Me, Myself and I’ mentality. Remember that your VIPs are only interested in what’s in it for them and not in you or anything you want to sell to them.
Shifting the focus of your marketing away from you and your company and onto your prospects will be a major breakthrough for your lead generation.
Think about what they want and how they will benefit through using your product or service.
How Testimonials Can Help
With testimonials you show your VIPs (Very Important Prospects!) that you’ve worked with people similar to them (because you’ve defined your niche), and have provided measurable and substantial benefits. You’re providing evidence to prove your claims, which overcomes many of the prospects’ fears.
To change the focus of your marketing from you to them, you need to invest some time and energy into seeing things through the eyes of your best prospects.
How are they going to interpret what you say? Always assume a level of doubt from them. You need to address any worries or objections they may have when they first become aware of your services—and write these rebuttals directly into your text and video scripts.
You need to make the prospect feel as comfortable as possible if they’re going to commit to using your company. Powerful testimonials help you achieve this.
The Lead Creation Example
At Lead Creation, we help our clients find advocates amongst their own client base and provide a ‘how to’ guide to help them get great testimonials and video them quickly and effectively.
Then we show where and how to use these testimonials in their marketing to improve sales lead generation.
We will be sharing more of this strategy for using testimonials in subsequent posts. It’s an important area because so few businesses out there are using them to their full potential, and you can give your business a competitive advantage by doing so.
What do you do if you don’t have clients to get testimonials from?
Good question James.
One quick solution is to offer your product for free, in return for one. However this is just to get the ball rolling. It’s best to replace these testimonials with ones from happy paying customers as soon as you have them.
If you are in a new business with a product that has a long lead time to sell or implement, focus on particular aspects of your service, rather than the total outcomes of using your product.
Get testimonials that promote your customer service, the ease of the process, the convenience of your payment plan and so on. Supplement these with testimonials for the total outcome as soon as you have them.
You can also ask industry experts to review your offering and give testimonials. Testimonials from well- known people or people associated with your market, boost credibility for your service. Cheers, Toby