More Heart-to-Heart Marketing Secrets

The Success Margin

Monday, September 19, 2005


As discussed in the last issue, what comes from the heart goes to the heart.

But the good news is that the heartfelt words do not have to be yours to create enormously powerful advertising.

** Using the heartfelt words of others successfully **

Perhaps the most underused marketing technique is the proper use of testimonials.

It constantly amazes me that the majority of my clients over the years do not effectively utilize the testimonials which are buried in their files.

These words of testimony from the mind and heart of your customers can become a goldmine for you.

One of the first things I do when working with a new client is to ask for all the testimonials which have been received.

Tip 1: When you receive a great testimonial from a customer, request permission to use all or part of it in your marketing. Also request a photo.

Tip 2: Always include the full name, town or city under the testimonial.

Tip 3: If you are not getting many or any testimonials, the problem is undoubtedly in your product or service. Work harder on improving it so your customer will be delighted to do business
with you.

Tip 4: There is nothing wrong with soliciting a testimonial. And you may learn things about your product or service which can be improved or corrected. Simply write a warm personal letter to
your customer list. Just tell the truth. Mention you are updating your marketing program and you would be extremely grateful if your customer provides comments about what they liked most
about your product.

The testimonials I use for my own products are unsolicited. I get letters regularly from delighted clients which are truly priceless.

The “Most Powerful Secret of Communication,” the August 31, 2005 issue of The Success Margin, really struck a chord with subscribers from all around the world. If you are a new subscriber and would like to access this article,
go to the archive at //

Here are just a few heartfelt comments from readers.

Gary Bencivenga, now retired, is considered by insiders as one of the world’s best and most successful copywriters ever. I consider him the “second best copywriter in the world.”

Gary writes: “You are amazing, friend. You reached the level of greatness many years ago,yet you just keep getting better and better. You have written so many words of fantastic advice
over the years, but this latest has to rate among your best.

ravo, Ted, for all you have taught us–and keep teaching us. Reflecting the truth of this latest message, your emotionally charged words came straight from your heart…to mine…and
now return to you bearing my own emotion, gratitude.”Gary Bencivenga

Another subscriber writes:”You’re a man after my own heart (no pun intended). Great minds think alike (even though I’m not in your class). Just wanted to drop you
this note in great appreciation for this exemplary article…highly motivating and filled with fabulous information…thank you kindly from the bottom of my heart. I know of what you speak. I
may not have your gift of gab dictionary mind…but we still share the same values, views,and psychology of life. By the time I got down tothe last three paragraphs I had tears in my eyes.”Ed

A subscriber from Florida:”Thank you for the gift you gave me in today’s e-mail. I truly enjoyed reading it. You are a true inspiration to me as a mentor. I hope I can someday shake your hand and tell you this in person.”J.H.

A man in the herbal business writes:”Very powerful information. I will use it to my fullest. Much gratitude for your work and efforts…It is this information and open communication this world needs to begin to
right many wrongs we live with in our greedy unconscious world.”E.L.

A leading teacher of metaphysics writes:”Recent article is lovely–Thank you…with all my heart!” Saniel B.

An Australian subscriber sent me his new emotional brochure copy and writes:”Today I was about to write another test brochure. But before doing so I read The SuccessMargin. Then I wrote from deep within my heart
the enclosed brochure copy that beats everything I’ve ever written.”Stephen J.

A subscriber from Iran writes:”Your recent issue has so moved me. I’m going to be filled emotionally and truthfully and deliver truthfully to 20 senior managers. Please keep
sending me The Success Margin for which I shall be thankful.”Ramesh V.

Another subscriber writes:”You made my day. It is so great knowing you. I believe you are my great motivator.”Tim O.

A subscriber from Dubai: “Your message was indeed very touching. All you have said in The Success Margin is a God-like truth. In fact, ever since I was dreaming about creating a video campaign to discourage
risky driving. But now I’m going to launch it! And I’m sure when it is ready, it might force you to cry.” Nasir I.

Were I to create headlines and subheadlines from the foregoing customer testimonials, here are a few examples:

* * * * * * * *

“Your emotionally charged words came straight from your heart into mine…and now return to you bearing my own emotion…gratitude”

* * * * * * * *

“By the time I got the last three paragraphs I hadtears in my eyes”

* * * * * * * *

“This information and open communication is needed to right some of the many wrongs in our greedy unconscious world”

* * * * * * * *

“After reading your e-zine today I wrote my new brochure copy–beats everything I’ve ever written!”

* * * * * * * *

“You have written so many words of fantastic advice over the years–but the latest ranks among your best”

* * * * * * * *

There is something extremely special and believable in the words of a testimonial. Nothing can beat it.

To increase your success margin, I urge you to write from your heart. And in addition, mine the gold contained in the heartfelt words which may be buried in your testimonial file.

Your correspondent,

Ted Nicholas

* * * * * * * * * * * * * * * * * * * * *

Regards,Paul Hartunian.”

The success lesson you can derive from this? To dramatically accelerate your success, here is the most direct path I know. Step outside yourself as often as possible. Reach out. Touch other lives. Give all you’ve got.

Your reward? It will come back to you many fold. You’ll attain a level of success psychologically and financially which is perhaps beyond what you can now imagine. At least 10 to 100 times of what effort you put forth.

Try it and see. You will boost your success level. I’d love to hear all about your experience

Your correspondent,

Ted Nicholas