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.
When someone with celebrity (in general, or within a specific industry) says, "I put my reputation behind my recommendation of this product," you have an endorsement.
Endorsements are very powerful because prospects generally trust the opinion of someone they perceive as familiar. So, it is worth the effort to use any connections you might have to get an endorsement for your service or product.
Testimonials are also powerful, but for a slightly different reason. They offer assurance: others have already taken the risk of buying your product, and they were happy with the results of their purchase. The suggestion of the testimonial is that when the prospect gets that product, their results will be similar and they will be happy also.
A useful testimonial includes these things: Both first and last names. If you've ever read one where only the first name and last initial is given, (e.g. Barbara P.), what was your response? It strikes a suspicious note, as if the testifier would prefer to be anonymous. The full name is much more believable. If possible, enhance the effect by including state, city, type of business or business name.
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 as a fr~ee trial to interested parties.
Tell them that if they use it and feel they could honestly recommend it, you would like a testimonial. Make sure the fr~ee trial has no strings attached because exchanging the trial for a testimonial won't result in the true testimonials you are seeking.
Ask for feedback from people who have already used your product. Any feedback you get that is positive but not specific, make contact again and ask for more specific information.
When you get something good that just needs a little editing for clarity or professional grammar, etc., then edit it and ask the testifier if your changes meet with their approval. Only use versions you've edited if they've been approved.
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.
When someone with celebrity (in general, or within a specific industry) says, "I put my reputation behind my recommendation of this product," you have an endorsement.
Endorsements are very powerful because prospects generally trust the opinion of someone they perceive as familiar. So, it is worth the effort to use any connections you might have to get an endorsement for your service or product.
Testimonials are also powerful, but for a slightly different reason. They offer assurance: others have already taken the risk of buying your product, and they were happy with the results of their purchase. The suggestion of the testimonial is that when the prospect gets that product, their results will be similar and they will be happy also.
A useful testimonial includes these things: Both first and last names. If you've ever read one where only the first name and last initial is given, (e.g. Barbara P.), what was your response? It strikes a suspicious note, as if the testifier would prefer to be anonymous. The full name is much more believable. If possible, enhance the effect by including state, city, type of business or business name.
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 as a fr~ee trial to interested parties.
Tell them that if they use it and feel they could honestly recommend it, you would like a testimonial. Make sure the fr~ee trial has no strings attached because exchanging the trial for a testimonial won't result in the true testimonials you are seeking.
Ask for feedback from people who have already used your product. Any feedback you get that is positive but not specific, make contact again and ask for more specific information.
When you get something good that just needs a little editing for clarity or professional grammar, etc., then edit it and ask the testifier if your changes meet with their approval. Only use versions you've edited if they've been approved.
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.
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