Posted By Industrial Web Solutions Marketing Team on April 8, 2010

As Sage Lewis points out in his recent ClickZ article No One Cares About Your Products people searching for a particular product or service are interested to know what others think about what you offer. There are a number of ways to express the views of your customers on your website even if you don’t have any testimonials.

Of course, a testimonial or a ‘letter of recommendation’ is very powerful to include on your website, particularly if you can include a scan of the original document or an image of the person providing the quotation.

The principle applies to other forms of advertising as well, particularly an advertorial, where you share a powerful story of how your product or service made a difference to a person or company. Case studies, email marketing, brochures and white papers are most effect when they include comments or statements from your client.

If you are a young company or you haven’t collected or composed testimonials and case studies yet, there are non-direct ways to help your target audience infer what your customers think about you. For example:

“XYZ, Inc. is a trusted tier one and tier two supplier to leading automobile manufacturers throughout the United States.”

Mention the “leading” company names if you can but that’s not always possible. The above example provides you with an implied testimonial allowing your reader to infer, “Well, they’ve got to be good if they supply parts to the major auto builders.”

The same applies if you offer services. Mention the types of companies or municipalities, governments, and so forth you provide services to.  If you do contract road work, for example, state the municipalities or types of companies you serve. It’s also a great opportunity to let your reader know the size of projects you have experience with:

“XYZ, Inc. is a trusted provider of contract services for concrete and asphalt maintenance for roadways, parking lots, bridges and runways to local municipalities, shopping malls and businesses, as well as major international airports throughout New York/New Jersey.”

The above copy lets readers know:

• Who you are
• What you offer
• To Whom you offer it
• Your capabilities
• Your experience
• And that some pretty big players trust you so they can feel safe to trust you too

The point is your message will be more effective if you avoid telling others how great your products and services are and instead demonstrate their value through the results and views of your past and current customers.

If you need help writing effective marketing copy for your website or advertising and marketing materials give us a call (800) 399-9859.

Categories: copywriting, email marketing, industrial marketing, online marketing
Tags: copywriting, industrial marketing, marketing copy, website copy