Increase Sales by
Using Testimonials Effectively
Testimonials and endorsements are highly effective
for establishing credibility in almost any marketing
situation, but online they are especially important.
With them, you have a third party effectively saying,
"Yes. This is a real product or service and it is
a good value." Your online shopper is reassured, and
starts to trust in the reality of your offer when
they read that others have been glad they bought your
product. An endorsement is when a person with some
celebrity in general or within an industry says, "I
recommend this product and you know me so you can
trust what I say." For example, Jack Canfield is widely
known as co-author of the Chicken Soup book series.
When he recommends someone else's self-improvement
products, that's an endorsement. If you have connections
and can get an endorsement for your product or service,
do so. They're very powerful because the endorser
is already known and trusted. Testimonials are powerful
for a different reason. They give proof that others
have tried whatever you're offering and were happy
about the result. Testimonials suggest that if the
prospect buys the product, they'll get similar results
and be happy, too. Include both the first and last
name to make it a good testimonial, instead of just
first name and last initial. When no last name is
given, the testimonial loses value because it seems
that the testifier wasn't willing to put their name
behind their words. Gary Meister is more believable
than Gary M. If possible, also include city, state,
and business name or business category. Select testimonials
that are brief and focused. Each one should be about
a specific and measurable result, as much as possible.
For example, "Her writing advice was great, and I
enjoyed having her help getting published," gives
no real information. But, "My coaching practice expanded
to include seminars and group events as a result of
her help with getting published. Now, my income has
doubled even though I'm working fewer hours than ever,"
indicates specific and desirable results. If you have
no testimonials because you have either: 1) never
asked for them; 2) neglected to keep positive comments;
or 3) have a new product, here are some ways to get
testimonials. Give the product away to interested
parties, and tell them you would like a testimonial
if they feel they could give you honest support. Make
it no-strings-attached so that you get a heartfelt
testimonial. This is very different than *exchanging*
a free trial for a testimonial. Contact people who
you know have used your product and ask them for feedback.
If you get feedback that is positive and not specific,
contact them again and ask for specifics. Note that
you use this information from customers to improve
your services and products. And if you receive something
good that just needs editing, then edit it, and ask
the testifier if the changes you've made (for clarity,
for professional grammar, for length, etc.) meet with
their approval. Only use approved edited versions.
If you have the reverse problem: stacks and stacks
of testimonials that make it hard to choose, select
according to these guidelines: 1. What are your top
benefits, and do you have short testimonials that
support or prove those top benefits? 2. Do you have
testimonials that tell about specific and measurable
results the product helped the client achieve? 3.
Are any of the testimonials from recognized names
in your industry? Although you can use any number
of testimonials, more is not always better. The focus
of your copy should always be on the product and its
benefits. In other words, you want to keep the reader
moving through your sales letter. Use the testimonials
to support, and not distract from, the main event.
Author and marketing consultant Loren Beckart, is
Marketing VP at ClickTracs Advertising, your resource for highly
targeted, profitable traffic for online businesses.
Find more information to help promote your business
at www.ClickTracs.com/faq
