BlackHat Money

Imagine for a moment you’re a dentist (assuming you aren’t) and a patient comes to your office for a root canal and asks “Have you done this before?” You answer with, “A million times”. And because of that simple answer, the fear in your patient’s face is replaced with a smile.

Imagine, a potential patient named Sarah looking at Yellow Pages wondering who among these dentists have done a million root canals before. Too bad, there’s no way for Sarah to ask you.

No matter how big or shiny your advertisements are, your potential patient don’t trust you. She needs you. She thinks you’re the best doctor for the job. But she’s afraid of making the wrong decision.

Patients hate the feeling of playing the guinea pig (who isn’t?). They want to know they are not the first one to try you out. They want to hear from Kate, Hannah, Scott, Gabriel, Kim, and dozens of others who were your patients before and would be happy to recommend you to anyone.

Customers want testimonials.

Testimonials reduce risks for your patients. If someone else says how great you are, how kind you are, or how wonderful you can be, it reduces the fear from your patients of making the wrong decision. It’s about you but unlike advertising, someone else is saying it. It’s more believable. It’s more credible.

You can always tell how great you are but your patients may not believe you. But what if they see not one, not two, not even fifty, but 500 testimonials? Can you imagine your credibility meter going off the chart?

Using testimonials is a powerful way to get closer to your customers and prove you can deliver. Keep asking for testimonials and publish the best ones. And you’ll never need to squeeze yourself in that the Yellow Pages again.

For some parting words…

We are building a website to help you promote your business and gather testimonials and recommendations from your customers. It is not yet available but if you want to be informed when it is ready, visit our website at:

http://propsify.ca

Plus, you can receive a special BONUS guide on how to improve your business if you visit now.

Greg Moreno is the creator of Propsify – a website that collects recommendations from your customers and spreads them in Twitter, Facebook, and other websites.

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