In a SmartTan.com poll, more than 60 percent of indoor tanning businesses said they use customer testimonials as part of their marketing.

Testimonials aren’t just about telling people what a great job you’re doing – it’s also about showing them how and why people are using your products and services to complement and improve their lifestyles. By highlighting the more unique success stories, you can make current and potential customers aware of the utility of your offerings in way that they’d never even thought of before.

Success stories like Shelly LaPlant’s, which was featured in Smart Tan Magazine, are incredibly powerful. Shelly is a fair Skin Type II, who had been unable to spend time in the summer sun without burning – impeding her ability to do things like going to the pool with her kids. But with the assistance and expertise of her Smart Tan salon, the understanding of delayed pigment darkening, and the utilization of a conservative, gradual tanning schedule, Shelly has been able to develop enough base tan to allow her to enjoy the outdoors without burning.

It also pays to get specific with testimonials. Even if there isn’t anything particularly unique about someone’s experience with your business, but they love tanning and will talk vividly about why and how they tan, it will help others imagine the pleasant experience that they could have. And of course it will be more powerful than you speaking about your own business. This tactic will be particularly effective if you can utilize people that are influential in your community, as well as those who reflect your brand and target customer.

Facebook and other social media have made it easier than ever to acquire and highlight testimonials. And the best part…it costs next to nothing!