How to Use Testimonials to Increase Sales

Endorsements and testimonials are among the most effective
ways to establish credibility in any marketing situation,
but they are especially important online. With a third
party saying in effect, "Yes, this is real, and it is
good," the online shopper is reassured. The prospect starts
to believe in the reality of your offer by reading that
others either recommend you or have been glad they made a
purchase from you.

About endorsements: When a well-known identity in your
industry or a celebrity in general says, "I recommend this
product," you have an endorsement. For example, Mark Victor
Hansen is widely known as co-creator of the Chicken Soup
books. If he commends another author's self-development
product, he's given a valuable endorsement. Use connections
you have in your industry to get an endorsement because
they are very powerful. The endorser is known, and
therefore his opinion is trusted.

Testimonials are also powerful, but for a slightly
different reason. They offer assurance: others have already
taken the risk of buying your product, and they were happy
with the results of their purchase. The suggestion of the
testimonial is that when the prospect gets that product,
their results will be similar and they will be happy also.

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.

Select testimonials that are brief and focused. Each one
should be about a specific and measurable result, as much
as possible.

For example, "Her writing advice was great, and I enjoyed
having her help getting published," gives no real
information. But, "My coaching practice expanded to include
seminars and group events as a result of her help with
getting published. Now, my income has doubled even though
I'm working fewer hours than ever," indicates specific and
desirable results.

Here are some ways to get some testimonials if you
currently have none because you a) never asked for them;
b) haven't kept positive comments; or c) have a new
product.

Give the product as a fr~ee trial to interested parties.
Tell them that if they use it and feel they could honestly
recommend it, you would like a testimonial. Make sure the
fr~ee trial has no strings attached because exchanging the
trial for a testimonial won't result in the true
testimonials you are seeking.

Ask for feedback from people who have already used your
product. Any feedback you get that is positive but not
specific, make contact again and ask for more specific
information.

When you get something good that just needs a little
editing for clarity or professional grammar, etc., then
edit it and ask the testifier if your changes meet with
their approval. Only use versions you've edited if they've
been 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?

Although you can use any number of testimonials, more is
not always better. The focus of your copy should always be
on the product and its benefits. In other words, you want
to keep the reader moving through your sales letter. Use
the testimonials to support, and not distract from, the
main event.

Author and consultant Loren Beckart, is Marketing VP at
ClickTracs Advertising,
Find resources and information about promoting your online
business by visiting www.ClickTracs.com/faq/