Endorsements and testimonials are among the most effective ways to establish credibility in any marketing situation, but they are especially important online. With a third party saying in effect, "Yes, this is real, and it is good," the online shopper is reassured. The prospect starts to believe in the reality of your offer by reading that others either recommend you or have been glad they made a purchase from you.
About endorsements: When a well-known identity in your industry or a celebrity in general says, "I recommend this product," you have an endorsement. For example, Mark Victor Hansen is widely known as co-creator of the Chicken Soup books. If he commends another author's self-development product, he's given a valuable endorsement. Use connections you have in your industry to get an endorsement because they are very powerful. The endorser is known, and therefore his opinion is trusted.
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.
Compare the impact of the following two versions of testimonials for a writing coach:
Version 1): "Her advice and support was essential to the process of getting my book published. Now I use the book as a platform for seminars that have increased my clientele."
Version 2): "With her advice, I got published and started delivering seminars. By using the book to do group events, I'm working fewer hours, and yet my income has doubled." The first version gives no real information. The second identifies specific results and benefits.
If you have no testimonials because you have never asked for them or neglected to keep positive comments - (or because you 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. |
