- Testimonial Goldmines

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.