Robert Middleton

The Rave Review

from: More clients news letter.

I think one of the most useful skills in business is the ability to borrow good ideas from other sources. For me, I'm always looking at things through a "marketing filter" that often serves me well when it comes to marketing myself.

Take jazz reviews...

As a big jazz fan, I'm always looking for high-quality reviews of current jazz CDs. Not too long ago, I discovered a reviewer on Amazon.com, Jan Dennis, who is amazing. Every review is extremely knowledgeable and well-written. And as I read, my collection expands.

Last week I was perusing his most recent reviews and I came across one about Ron Miles and his CD, Laughing Barrel. I'd already bought that CD, but I hadn't really taken to it and I had only listened to it once.

Well, in Jan's review, he praised the CD to the sky. And since I had so much respect for Jan's opinion, I listened again. And guess what? I really liked it. And I've listened to it several times since. This made me realize how powerful another's opinion can be.

And it made me remember how powerful testimonials are to a business. There's really nothing more persuasive. But do you use testimonials to the degree you should?

I'll bet you don't.

My Fourth Law of Marketing is the Law of Authority or Credibility. It states: "Even if you get the attention of prospects, even if you interest them with the value you offer, and even if your business is memorable and unique, you are still not likely to get their business if you don't establish your authority or credibility."

People are a skeptical lot. They want proof, facts and figures, and detailed information. But most of all, people are wondering, "Did it work for someone else?" And if you can demonstrate convincingly that it did, you are almost certain to make the sale.

So when it comes to persuasion, you really can't beat a rave review.

In Jan's review of Laughing Barrel, he starts out strong: "I'm totally blown away by this disc. What intelligence! What glorious, off-kilter, unfettered jamming! What brilliant (though in no way show-offish) compositions! What stunning group improv! " And then he goes on to detail the highlights of the CD.

Realize that it would not be so persuasive if Ron Miles was saying this about his own CD.

Now take a look at your marketing materials. It's mostly about you, isn't it? And it's from your perspective: "Our company strives to do this and that." "Our mission is so-and-so." "Our services are leading-edge." It's a lot like Ron Miles telling us his CD is great and that we should buy it.

Why not start your marketing materials with a rave review from a very satisfied client? Wouldn't it make you want to read further? Why not sprinkle testimonial quotes throughout your web site, so that your credibility is constantly affirmed?

I think it makes a lot of sense to build your business on your rave reviews. First, work on deserving them; then work on collecting them; and finally, work on presenting them in a way that prospective clients find persuasive and compelling.