Testimonials: A Powerful Marketing Tool

Endorsements of your work from satisfied clients can help your hoof-care business grow

Many farriers overlook the power of testimonials because they are not aware of how to properly use them. Not only are testimonials a powerful marketing tool but they are cheap and easy to use.

Testimonials can be used on your website, your social media sites (such as Facebook), in advertisements, on your business cards, on your telephone answering machine and in testimonial booklets or packets to be handed out to prospective customers or left with veterinarians or equine-related stores.

How They Help

Testimonials let potential customers know about the services that you provide and may help convince them of your abilities. Testimonials are an endorsement by others for the credibility of your products and services.

Testimonials are not about “tooting your own horn.” An effective testimonial can overcome skepticism about your work. It lets others see that you made a difference and might be able to help them as well.

Testimonials can also build trust with potential customers, as they will see how others feel about your services and products. Using glowing testimonials will let potential customers know that you’re worthy of their trust.

How Do You Get Them?

The first step in using testimonials is to obtain them. Never invent or make up a testimonial. Not only is this fraud, but others will figure out it is a lie, and this could have serious negative impact on…

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Esco Buff

Esco Buff, CF, APF, is a farrier in Web­ster, N.Y., and holds a PhD in bus­iness administration. He is a member of the Interna­tional Horseshoeing Hall of Fame.

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