I'm always amazed when I come across a sales letter, usually
online, and there are NO testimonials. They're powerful response
and conversion boosters and are so easy to implement. You're
only hurting your own marketing efforts, and leaving cash on the
table, if you're not using them.
And if you have them...make sure you're using them the right way
to maximize response.
You have lots more flexibility and available power with online
copy. Simply because of more available formats.
The most powerful testimonials are video testimonials. And it's
easy to see why. They engage more senses and stimulation. People
can see and hear it. And videos add much more credibility
especially if no editing has been done. It's coming straight
from the horses mouth.
The second most powerful testimonials are audio followed by
standard text.
And today you'll learn how to use text-format testimonials to
give your conversions a big boost.
Try to get as much specific, relevant, and detailed testimonials
as possible. This is much more compelling and stronger than
general statements. Highly detailed comments are perceived as
more believable.
You're giving readers something they can wrap their heads around
when you use numbers, data, and specifics.
Some marketers may choose to extract 'only the juice' from
testimonials and this is a huge mistake. A little bit of customer
rambling, spelling mistakes, or poor grammar only adds to the
credibility factor.
Use longer testimonials rather than shorter ones. This is related
to the previous point about heavy editing. Don't do something
like this...
"...great product..."
"...loved it!"
"...provocative...a real winner."
I think you get the idea here.
When you cut and chop a testimonial it creates the impression
that you're leaving something out for a reason. And that creates
suspicion which is something you don't want to do.
This next one is a bit of a no-brainer. But I'll say it
anyway...
Always use real testimonials instead of fake ones. I'm telling
you, there's something about comments made from other people
that's very difficult to emulate. People will sense it and see
right though you. And you'll be cutting your own business
throat.
And more importantly...
Fake testimonials are lies. It'll find its way back to you,
eventually. And it won't be good. So don't do it.
The visual use of your testimonials will have an effect on your
readers. But there is some flexibility here. You can group them
all together as a block of testimonials. Or you can scatter them
throughout your copy. Then again, you can combine the two.
All three approaches can be effective. But the second and third
call for more skill on the copywriter to blend them in for
greatest impact.
One thing...
Leading with testimonials can be dangerous to your conversions.
When someone is fresh on your page, starts to read and the first
thing seen is a testimonial...you're risking losing that reader.
Here's why...
People are skeptical, especially on the web. Lots of people are
skeptical about testimonials and if their real, or not. One thing
you want to avoid is building on that pre-existing skepticism.
The best thing to do is offer one or more testimonials after
you've established some kind of relationship with the reader. If
you've done a good job of that, then they're more relaxed and
open to your testimonial.
Testimonial identity and location. Always...always get first and
last names, and specific geographical location.
John Smith, Los Angeles CA...or California.
Please...please avoid being minimal here. Don't do...
J.S. California
And not having ANY name or location is so worthless you might as
well not have a testimonial to begin with. I'm serious! You'll
only be inviting people to leave your site. They'll think, "Uh
huh...sure."
To spice things up a little you can blend names and locations
with a comment.
John Smith, from Los Angeles California sent us his unsolicited
praise for ...blah.
These are all very basic and easy things you can do for powerful
testimonials. Even though that's true, I still see online
businesses violate these common sense guidelines every day.
Don't be one of them!
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