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Add A Single Element To Your Web Site And Multiply Your Profits
e want to talk to you
about why your customers' By using testimonials -- reviews
successes, triumphs, and and comments from your satisfied
positive results are SO important customers, in text, audio, or
for your business. video format -- on your web site,
you not only answer the question,
The fact is, even if your web you also transform your sales
site is full of great sales copy pitch into a credible, unbiased
and photos that illustrate all recommendation for your product.
the fabulous features and
benefits of your product or OVERCOME BUYER SKEPTICISM WITH A
service, your potential customers *GLOWING* TESTIMONIAL
still need to know:
As said before, adding
What do people who have actually testimonials is probably one of
purchased and used your product the easiest ways to improve your
or service think about it? web site -- but a good one can
generate more selling power than
It's simple: your readers know some of the best salescopy out
that YOU believe in your product, there!
or you wouldn't be selling it!
But what do people with the same So why are testimonials so
problem or need that they have effective?
say about your product?
*Testimonials build trust:
Answering that question is one of Whether your customers are raving
the most fundamental tasks your about what your product has done
web site needs to accomplish -- for them or about the great
and it's as simple to do as it is service you gave, they are
important. telling your visitors first and
foremost that they had a positive Those are two good selling points
experience with your products and -- things that people would want
company. to know before they decided to
buy.
*Testimonials aren't "salesy":
Because testimonials aren't But lots of products can make
written in your "voice," they those promises -- and many of
stand out in your copy as candid them don't work! So why should
and unbiased accounts of how well they purchase your product ahead
your product works. of all the rest?
*Testimonials overcome Then, as they look over the page,
skepticism: A good testimonial a testimonial catches their eye
has the power to convince even from one of your customers,
your "tough sell" visitors that explaining that your lotion
your product or service really quickly healed a lifelong,
made a difference in your agonizing skin condition --
customer's life -- and can help something no other product had
them, too. ever managed to do!
For example, let's say that That's the power of an effective
you're selling a special lotion testimonial: it can convince your
designed for dry skin. A visitor reader that your product DOES
finds your web site -- a person work -- and that you can be
with dry skin who needs some trusted to deliver on your
relief -- and reads all about the promises.
amazing moisturizing ingredients
in your product and how wonderful HOW TO CHOOSE THE *RIGHT* KIND OF
it smells. TESTIMONIAL TO TURN YOUR VISITORS
INTO CUSTOMERS
When you're choosing Here's an example of the kind of
testimonials, there are a few key effective, benefits-driven
ingredients to look for that make testimonials that we include on
the difference between an our own web sites:
ineffective testimonial -- and
one that sells. "I used the methods you told me
to use and for three days my
Here's an example of a glowing, phone's been ringing! I sold over
but ultimately ineffective $3500 in goods and services in
testimonial: three days! It's the first time
in 5 months that anyone had
"I love this product! I can't get really purchased anything..."
enough! I'm so glad I bought your
stuff and I'll be back to get Now that's a great testimonial!
more, for sure!" But what makes it so powerful?
What could be wrong with that? It Let's break down the elements of
sounds like you have a happy an effective testimonial in more
customer on your hands! detail...
But what does this testimonial - A GOOD TESTIMONIAL IS FILLED
really tell your visitors? Does WITH BENEFITS: A comment like,
it prove that the product works, "This product is great!" is nice
or explain exactly how your for you to hear, but it doesn't
customer benefited from using it? tell visitors what your product
While the feedback is definitely can actually do for them.
positive, the testimonial does
not provide enough detail to have You want the benefits of what you
any real impact on your visitors. offer to be front and center in
every testimonial: "This product visitors have.
doubled our profits in a month!"
or "This product made the pain in Make sure your testimonials come
my back disappear completely -- from someone with whom your
and did it fast!" or "We've never target market can identify.
seen any product that could get
the rust off our car without If you sell primarily to seniors,
damaging the paint -- until now." for example, ask your customers
if you can include their age
- A GOOD TESTIMONIAL along with the testimonial. If
SUBSTANTIATES YOUR CLAIMS: If you you are selling to moms with
say your product can do children, ask if you can mention
something, your testimonials how many kids they have -- or
should back up your promises -- include a photo of their family!
complete with actual facts and
figures. - A GOOD TESTIMONIAL IS CREDIBLE:
Accompany each testimonial with
How much money did your customers the first name, last name, and
save by using your product? How hometown of each
much time did they save by using testimonial-giver to show that
your service? How did it solve your endorsements come from real
their problems or improve their people. Always try to include a
lives? photo as well.
- A GOOD TESTIMONIAL IS FROM And if you can, take it to the
SOMEONE YOUR AUDIENCE CAN RELATE next level by including audio or
TO: You want your visitors to see video testimonials for maximum
that your product helped someone effect! Do anything you can to
just like them, seeking the help your visitors connect with
solution to the same problem your your testimonial- givers on a
personal level. do you actually gather the
reviews you need from your
- A GOOD TESTIMONIAL ENDORSES THE customers?
KEY BENEFITS OF YOUR PRODUCT:
Your testimonials should THE SECRETS TO GETTING GREAT
emphasize the key benefits of TESTIMONIALS -- EVEN IF YOU
your product. HAVEN'T SOLD A THING YET!
It's fun to hear that your If your customers have given you
super-duper floor cleaner smells positive feedback on your product
nice or that the bottle doesn't already, then you may already
drip -- both things that matter have some great testimonials to
to people who would consider add to your site.
using your product in their homes
-- but have you established that However, if your customer
it cleans their floors well? response is a little scarce -- or
if you're just starting out --
- A GOOD TESTIMONIAL IS getting testimonials from your
COMPARATIVE: Did your customers buyers might take a little more
try another product that didn't effort.
work before they found yours? You
want your visitors to know what So how do you collect the
your product can do that other testimonials you need -- and keep
products can't. Choose them coming as you grow your
testimonials that set your business?
product apart from your
competition! One easy way to collect
testimonials is to include a link
Now that you know what you're on your site with a form that
looking for in a testimonial, how allows your customers to give you
their vote of confidence: "Tell If you haven't yet begun selling
us how this product changed your your product and have no feedback
life!" or "Click here to let us yet, offer your product or
know what you think!" Put this service for free to a select
link next to some testimonials group of customers in exchange
that you've already gathered to for their thoughts on the product
give customers an example of the or some details on their
kind of feedback you're looking experience with your site.
for.
The impact that testimonial will
A more effective method is to have on your bottom line will be
create an autoresponder that well worth the initial expense!
contacts your buyers after
they've purchased your product -- As soon as your online business
even a month later -- to ask how is up and running, make a point
they're enjoying the product, as of giving every one of your
well as giving them a chance to customers a chance to share their
offer feedback on their experiences with your product or
experience with your business. service.
And, of course, any time you Ask for feedback -- good and bad
receive a great letter or e-mail -- in your autoresponders, your
from a customer, ask them if you newsletters, and other spots on
can use their comments on your your web site.
web site to recommend your
product to others. If they were STRATEGIES FOR USING YOUR
happy enough to let you know, TESTIMONIALS AS EFFECTIVELY AS
they're bound to want to spread POSSIBLE
the word.
Once you've got some testimonials
to share with your visitors, you click, you want them to find a
need to make sure that you're positive customer review of your
putting them to the best possible product or service.
use on your site.
Now let's look at a few mistakes
Always make sure that you... to avoid when using testimonials
on your web site...
- Include your best testimonials
front and center on your - Don't edit your testimonials to
homepage, like in your sidebars, exclude a comment or add
or even above your headline. information you want to hear!
- Place some testimonials right If you can't post a comment "as
in the middle of your homepage is" and feel comfortable with it,
salescopy to keep your readers it shouldn't go up. If your
focused on your credibility as testimonials are in your voice
you outline the features and and all sound the same, no one is
benefits of your product. going to trust that they are
legitimate.
- Set up a whole page dedicated
to your glowing testimonials, as - Never use a customer
well as including snippets of testimonial without permission.
their comments throughout your
site. Be sure to put a link to - Never, ever invent
your testimonial page next to testimonials! This is fraud,
each of those snippets! plain and simple, and lying never
results in a positive impact on
- Include testimonials on each your business.
and every page of your web site.
No matter where your visitors If you're not using testimonials
on your web site, you are missing our clients experience a HUGE
out on one of the most powerful, boost in sales when they've put
easy-to-use, and cheap marketing positive comments from their
tools available to you. customers front and center on
their web sites. Few things can
Most of us would rather act on a put a skeptical visitor's mind at
referral from a friend than make ease faster than a rave review
a purchase based on a sales pitch from a satisfied user!
alone.
No matter what stage you're at in
We want to know that the product building your business, you want
actually works before we take the to focus on establishing
leap to buy, and we're bound to credibility with your potential
put more trust in someone who has clients. Once you've won their
already used the product trust, you've won a loyal
successfully than the person customer for life!
trying to convince us to buy it!
Using glowing, fact-filled
And just like that recommendation testimonials on your web site is
from a friend, testimonials offer one of the most high-impact --
unbiased, results-based evidence yet simple -- ways to let your
that your product does exactly readers know that you are worthy
what you say it will do. of their trust.
Time and time again, we've seen
About the Author:
For More Great Ideas, visit: http://www.marketingtips.com/t.cgi/862721
Read more articles by: Larry Potter
Article Source: www.iSnare.com
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