When marketing online, the use of endorsements and
testimonials is especially important. The prospect reads or
hears a third party saying, "Yes, this product is real and
it is a good value because I got the results I wanted." The
online shopper is reassured. Your prospect starts to
believe in the reality of your offer when they see that
others have been pleased by their decision to buy from you.
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.
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.
The testimonial should be short and focused on something
specific. It should be about measurable results whenever
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.
Offer a fr~ee trial to some interested people. Tell them
that you would be happy to receive a testimonial if they
feel one is honestly deserved, but make it clear that you
aren't exchanging the fr~ee trial for a testimonial. This
way, those recommendations you do receive will be heartfelt
rather than obligatory.
Contact previous customers who've used the product and ask
them for feedback. Any replies you get that are positive
but perhaps not specific can be useful if you contact the
customer again and ask for specifics.
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.
If you have been collecting testimonials, you might have
an excess that makes it hard to choose. In that case,
select according to these guidelines:
A. Top benefits: do you have short testimonials that
support or prove them?
B. Results: do you have testimonials that tell about
specific and measurable results?
There is no magic number of testimonials to use. Just
remember that more isn't always better. You want to keep
the reader moving through your sales information, so use
the testimonials to support but not distract from your main
purpose. Remember, the focus of your copy should always be
on the product and its benefits for the prospect.