Overcome buyer skepticism with a glowing testimonial

Adding testimonials is probably one of the easiest ways to improve your web site -- but a good one can generate more selling power than some of the best sales copy out there!

So why are testimonials so effective?

Testimonials build trust: Whether your customers are raving about what your product has done for them or about the great service you gave, they are telling your visitors first and foremost that they had a positive experience with your products and company.

Testimonials aren't "salesy": Because testimonials aren't written in your "voice," they stand out in your copy as candid and unbiased accounts of how well your product works.

Testimonials overcome skepticism: A good testimonial has the power to convince even your "tough sell" visitors that your product or service really made a difference in your customer's life -- and can help them, too.

For example, let's say that you're selling a special lotion designed for dry skin. A visitor finds your web site -- a person with dry skin who needs some relief -- and reads all about the amazing moisturizing ingredients in your product and how wonderful it smells.

Those are two good selling points -- things that people would want to know before they decided to buy.

But lots of products can make those promises -- and many of them don't work! So why should they purchase your product ahead of all the rest?

Then, as they look over the page, a testimonial catches their eye from one of your customers, explaining that your lotion quickly healed a lifelong, agonizing skin condition -- something no other product had ever managed to do!

That's the power of an effective testimonial: it can convince your reader that your product DOES work -- and that you can be trusted to deliver on your promises.

How to choose the right kind of testimonial to turn your visitors into customers

When you're choosing testimonials, there are a few key ingredients to look for that make the difference between an ineffective testimonial -- and one that sells.

Here's an example of a glowing, but ultimately ineffective testimonial:

"I love this product! I can't get enough! I'm so glad I bought your stuff and I'll be back to get more, for sure!"

What could be wrong with that? It sounds like you have a happy customer on your hands!

But what does this testimonial really tell your visitors? Does it prove that the product works, or explain exactly how your customer benefited from using it? While the feedback is definitely positive, the testimonial does not provide enough detail to have any real impact on your visitors.

Here's an example of the kind of effective, benefits- driven testimonials that I've seen both online and offline:

"I used the methods you told me to use and for three days my phone's been ringing! I sold over $3500 in goods and services in three days! It's the first time in 5 months that anyone had really purchased anything..."

Now that's a great testimonial! But what makes it so powerful?

Let's break down the elements of an effective testimonial in more detail...

A good testimonial is filled with benefits: A comment like, "This product is great!" is nice for you to hear, but it doesn't tell visitors what your product can actually do for them.

You want the benefits of what you offer to be front and center in every testimonial: "This product doubled our profits in a month!" or "This product made the pain in my back disappear completely -- and did it fast!" or "We've never seen any product that could get the rust off our car without damaging the paint -- until now."

A good testimonial substantiates your claims: If you say your product can do something, your testimonials should back up your promises -- complete with actual facts and figure. How much money did your customers save by using your product? How much time did they save by using your service? How did it solve their problems or improve their lives?

A good testimonial is from someone your audience can relate to: You want your visitors to see that your product helped someone just like them, seeking the solution to the same problem your visitors have. Make sure your testimonials come from someone with whom your target market can identify.

If you sell primarily to seniors, for example, ask your customers if you can include their age along with the testimonial. If you are selling to moms with children, ask if you can mention how many kids they have -- or include a photo of their family!

A good testimonial is credible: Accompany each testimonial with the first name, last name, and hometown of each testimonial-giver to show that your endorsements come from real people. Always try to include a photo as well.

And if you can, take it to the next level by including audio or video testimonials for maximum effect! Do anything you can to help your visitors connect with your testimonial-givers on a personal level.

A good testimonial endorses the key benefits of your product: Your testimonials should emphasize the key benefits of your product. It's fun to hear that your super-duper floor cleaner smells nice or that the bottle doesn't drip -- both things that matter to people who would consider using your product in their homes -- but have you established that it cleans their floors well?

A good testimonial is comparative: Did your customers try another product that didn't work before they found yours? You want your visitors to know what your product can do that other products can't. Choose testimonials that set your product apart from your competition!

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