Not all testimonials are created equal. As any marketer knows, testimonials are an important part of communicating a message of trust to potential clients and customers. Exactly how to use testimonials, however, can be a bit of a mystery to the uninitiated.
There’s a reason some testimonials are particularly effective... they speak directly to the conversation that your visitor has going on in their head when reading your sales copy. When someone visits your web page, they are there for a very specific reason. The closer your page comes to describing exactly what your visitor is thinking, the more effective it will be in getting your desired result. That means that testimonials have to be targeted to your specific audience... general "you're so great" testimonials just won't do the job in most cases.
Here are some basic elements many great testimonials include:
- Scepticism
Visitors who are reading your testimonials are probably doing so because they're not 100% sure about the service or product that you offer. Sometimes only a “converted” sceptic can convert another sceptic. Just make sure they give a happy ending!
- If I can do it...
Not everyone thinks they’re a superstar. If you can show how regular folks have benefited from your product or service, other regular folks will sign up, too. If you have a current customer with an impressive story that involves your product, make sure to ask for a testimonial! It just might inspire your prospects to make the leap as well.
- The “WOW” factor
Let’s face it, many people are looking for BIG results online. Have you delivered in the past? Make sure you let your visitors hear about it! Numbers are key. They will authenticate the story related by the person giving the testimonial, and will help put a definite picture in your prospect’s mind.
- The roller-coaster
Often the most convincing testimonials begin with a “sob story,” some kind of problem that the writer was struggling with. Until, of course, she read your e-book! (Or bought your software... or purchased your training DVDs... you get the picture.) This kind of story, provided it touches on one of your main benefits, is a true testimonial gold mine.
When you closely link your testimonials to your visitors, you simply can't lose. What's the best way to do that? Ask for plenty of testimonials!
Brian D. McElroy is the author of Testimonials Unleashed!, the web's premier resource for how to build your business by harnessing the awesome power of social proof.
Internet Research
Trust in Advertising - ‘Word-of-mouth’: the most powerful selling tool
Produced by The Nielson Company, October 2007
“The recommendation of someone else remains the most trusted source of information when consumers decide which products and services to buy.”
78% of respondents said they trusted - either completely or somewhat – the recommendation of other consumers.
The Internet in Britain: 2007
Produced by Oxford Internet Surveys, 2007
“Getting information about and buying products are popular commercial uses of the Internet, but doubts remain about quality assessment of the products bought online and the lack of face-to-face contact.”
59% think it is difficult to assess product quality when shopping on the Internet.
37% are uncomfortable with the lack of face-to-face contact.
Word-Of-Mouth Phenomenon Spreads Across The Globe
Produced by GfK Roper Consulting, 20th June 2006
“We now know that people hold the power in the global marketplace. Accessing the word-of-mouth network is no longer optional… success will be dependent on using this channel wisely.”
70% of consumers across the globe trust friends, family, or other people when searching for information or ideas on products to buy.
“The fact that consumers think opinions posted online are as trustworthy as brand Web sites speaks to the power of online reviews and recommendations. It also means that marketers need to focus as much attention on what consumers say about their brands online as they do on creating the brand Web sites themselves. The easiest thing to do is to make consumer feedback an essential part of every brand Web site.
In all these studies, word of mouth has more of an impact than traditional forms of advertising. Having a word-of-mouth marketing strategy is becoming essential for marketers.” Debra Aho Williamson, senior analyst at
eMarketer.
Articles
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How Your Customers Make You Look Good on Video,
Kevin Rossiter, 1st October 2007
Get record sales with online videos,
Real Business, 27th September 2007
Use Streaming Video to Rejuvenate Products,
Stephen Campbell, 3rd September 2007
Going the extra mile - Video Testimonials aim to give your business the edge,
In Business, 16th March 2007
Why Use Testimonials?
Is Your Business' Website Credible? Guide to Credibility,
SEOCog.com, 15th July 2007
Using Testimonials - It's About Branding!,
Brian D. McElroy, 7th March 2007
How Testimonials Maximise Your Marketing Success,
Goldnet Referral Marketing, January 2007
Video Testimonials' Content
Create High Impact Video Testimonials that Deliver Results,
Video Testimonials Ltd, 13th August 2007
Testimonials and Your Unique Selling Point,
Brian D. McElroy, 7th March 2007
Testimonial Goldmines,
Brian D. McElroy, 4th March 2007
Video Testimonials' Providers
When and How to Ask Your Customers for Video Testimonials,
Video Testimonials Ltd, 21st October