By Loren Beckart
http://ClickTracs.com
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.
The power of testimonials stems from a different strength. Testimonials offer proof that other people have tried your product and were happy with the results. A testimonial suggests that when the prospect buys that product, their results will be similar, and they will be happy, too.
A good testimonial will include the following: Use both a first and last name. You’ve seen it when only the first name and a last initial is given: Frank B. That seems suspect, as if the testifier would have preferred to remain anonymous. Instead, Frank Boemisch is much more substantial. To enhance the effect, include state, city, type of business and/or business name if possible.
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 fr`ee trial for a testimonial.
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.
Also, if someone sends you something good but it needs editing, then edit it, send it back, and ask if the changes you’ve made (for brevity, for clarity, for professional grammar, etc.) meet with their approval. Don’t use the edited version unless approved.
You might have the reverse problem: a big stack of testimonials that make it hard to choose. In that case, select according to these guidelines:
Focus on your top benefits, and use short testimonials that support or prove those benefits. Select the testimonials that tell about specific and measurable results the product helped a client achieve. 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 Loren Beckart is Marketing Director for ClickTracs Advertising Service, specializing in highly targeted web traffic. Find additional marketing resources and articles at: www.ClickTracs.com
Filed under: Tactics on July 8th, 2007 No Comments »