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Harnessing the Power of Testimonials
(c) Copyright 2002, Angela Wu
Let's say you want to take your spouse out
to a nice restaurant. You read the 'dining' column of your local
newspaper, and ask family or friends for recommendations.
What they're doing is 'endorsing' a restaurant: 'That was the BEST
scampi I've ever had!' is a testimonial to how delicious the food was.
You consider their recommendations because they've had experience
with what you're looking for.
The same principle works online. Glowing testimonials from happy customers
can be a powerful enticement to prospective customers. Similarly, a
personal endorsement from you can have a significant impact on your sales.
Here are a few tips on how to use testimonials ...
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Send a
personally endorsed ad to your newsletter subscribers. Your
loyal subscribers know you and trust you. You can use this for any type
of product, whether it's your own, a colleague's, or an affiliate
product. Remember to be selective about what you endorse; you're putting
your name to it solo ad to your list and compare the results against an
endorsement in your editorial space, for example.
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Buy a solo ad
from an editor - and use his or her testimonial within the
ad. This may help to increase response rates, since the readers
(hopefully) know and trust their editor. One way to get a testimonial
from her is to provide her with a free copy of your product and ask her
to review it. If she likes it, she'll let you know. If she doesn't, then
at least you'll get some constructive feedback.
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Do you sell an
affiliate product? Post a personal testimonial on your website.
Create a sales page specifically about that one product. Tell the reader
how the product has helped you and why you like it. Be specific.
Detailed testimonials are far more convincing than a bland, "It's
great!". HOW is it 'great'?
It almost goes without saying that you should always use real testimonials
- they have that 'ring of truth', a sincerity that shines through. Make
sure all your testimonials are verifiable by posting an email address,
phone number, or other contact information alongside them. And, of course,
ask permission to use them within your sales material.
It may take some work initially ... but it's well worth it. Your ' file'
of testimonials is a wonderful way to showcase your product, establish
credibility, and improve sales.
ABOUT THE AUTHOR:
Angela is the editor of Online Business Basics, a practical, down-to-earth
guide to building an Internet business on a beginner's budget. If you
enjoyed this article, you'll love the book! Visit
www.onlinebusinessbasics.com or
request a series of 10 free reports to get you started.
The opinions expressed in
this column are those of the author. All answers are intended to be
general in nature, without regard to specific geographical areas or
circumstances, and should only be relied upon after consulting an
appropriate expert, such as an attorney or accountant.
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See the Vehicle Card Pockets home page for
a live example of how testimonials peppered
throughout the page help create powerful content...
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