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Mastering Getting And Using Testimonials

by Willie Crawford

Perhaps no single element can perk up the response rate on a web page more than hard-hitting, credible testimonials. They work because somebody other than the seller is telling prospects how great, and useful the product is. It's natural for you to say how beneficial your product is - having someone else do this is much more convincing! If you are not using testimonials in your web copy you should start today.

The first dilemma anyone marketing new products over the internet faces is getting testimonials. How exactly do you induce people to give you usable testimonials? You ask! Here are methods:

I have used (and others have used) to get testimonials while a product is still new - and after it's established:

- Offer free evaluation copies / samples to people in exchange for feedback.

Naturally, you hope this feedback will be good and that you can use it in you advertising. If it isn't good that tells you how you can improve your product. I would offer the free copies to known personalities such as ezine publishers and webmasters of high traffic sites. When you get usable feedback, you want those seeing the feedback to recognize the name if possible. This lends additional credibility. A good testimonial is certainly worth the cost of a sample of your product.

- Ask for feedback from purchasers of your product or service.

I do this automatically. Every purchaser of my books are asked for feedback in a follow-up email or letter. Every subscriber of my marketing course is asked for feedback. The email asking for feedback is part of the autoresponder series. When you get good feedback, ask if you can use it as a testimonial. The vast majority of those I ask for permission happily grant it. Some even give me more great comments I can use.

- When you see something good said about the product such as on a discussion forum or in an ezine product review, ask for permission to reprint this.

This is a frequent practice. I've had several authors or software creators ask for permission to reprint things I've posted online. They usually offer to reprint it along with my url which is a bonus for me.

Those are three key ways to get testimonials. They all really say the same thing though - ASK!

You want the testimonials to be in the customers own words.

This sounds more natural to your potential customers because it IS natural. However, at the same time, you want your testimonials to spell out benefits to potential customers. You need testimonials that state specifics (how many orders were generated from a ezine ad, how many pounds were lost, how many dollars were earned). If you are not getting this type of testimonial and you know the facts, it is ok to suggest verbiage for a testimonial to a customer. You can also draw the testimonial you're looking for out of a customer by asking him how he has specifically benefited. You want honest, believable, testimonials that spell out specific benefits gained!

Once you get the testimonials how do you use them?

First of all, realize that all testimonials are not created equal. Testimonials containing a full name and address or a website url are more credible. The consumer trusts the testimonial more because he can (and often does) check it out. Therefore, post the full name and city/state or post the website url. I usually make the url a clickable link but configure it so that it opens a new browser window when clicked. That way I don't lose my hot prospect :-)

Testimonials from people "like" the prospect also have more impact.

If you're targeting work-at-home moms, make sure that you have some testimonials from work-at-home moms. If you are targeting those starting their own affiliate programs, make sure you have testimonials from those operating their own affiliate programs. You want testimonials for people your prospect can identify with.

Testimonials with photos also help people to identify with the person giving the testimonial.

Most people sending you emails aren't going to attach a photo for you, so how do you get these? You go to their websites to see if they have a photo posted online. If they do, you ASK for permission to use it along with the testimonial. The photo shows that the testimonial was given by a real-life person - and not contrived. The entire reason you use testimonials is to create credibility. A photo engages more of your prospects senses and super-charges the credibility.

Testimonials from "ordinary people" tell your prospect that he could do it too.

Testimonials from celebrities and well-know personalities naturally carry a lot of weight. We listen to those we have grown to trust. Hopefully, they won't lead us astray. Don't be afraid to seek testimonials from the big guns! If they really like your product they will give you a testimonial. They understand the need, and enjoy telling others about a product that they like as much as anyone else does.

As you find your collection of testimonials growing you can be more selective in which ones you use.

Periodically review the testimonials you are using on your website and make sure they are appropriate for your purpose.... make sure that they talk to your target audience. If appropriate, use these testimonials in your ezine ads, offline promotion and other promotional efforts.

Testimonials can be used in countless other creative ways.

For example, you often see testimonial used in the front or back of books. Since the customer has already purchased the book if sold online, what purpose do you imagine that testimonials serve? It reassures the buyer that he has made the right choice. He can see that he is not alone in loving your great product. This reassurance actually cuts down on returns by making him feel better about his purchase.

Testimonials are one of your most powerful copywriting tools.

Start collecting and using them from Day 1. They will increase your sales substantially when properly employed.

Willie Crawford is a corporate president, published author, seminar speaker and host, tele-seminar speaker and host, retired military officer, karate black belt, network marketing trainer, and lifetime student of marketing. He teaches how to actually generate substantial multiple streams of on-line income using very simple automated systems. An example is at: http://www.pluginprofitsite.com/main-621/mega.html

Copyright Usage:
You have permission to publish this article electronically or in print, free of charge, as long as the bylines are included. A courtesy copy of your publication would be appreciated. Send to willie@williecrawford.com

 

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