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Using Testimonials -- 4 "Best Practices" to Instantly Boost Your Sales
When you're running an online business, unbiased third
party recommendations -- aka "testimonials" -- are one of
your most potent sales tools.
Here's what you need to know...
1. If you are going to sell online you must have testimonials.
2. If you're trying to sell online without much success and you're not using testimonials... get some now and put them up! I guarantee you'll be surprised by the results.
3. If you're selling successfully -- but not using any testimonials -- if you put some on your site, you will sell MORE.
4. Increase the power of your testimonials by having them verified by an independent 3rd party (www.TrustedTestimonials.com)
Seriously, it's that simple. More testimonials = more
sales!
However, there is a catch. I'm going to be candid: at least
85% of the websites I visit (and I'm being generous here)
completely screw up the way they present their testimonials.
So if you want to start using testimonials effectively, here
are the top 4 testimonial "best practices" you need
to start using yesterday:
1. Use testimonials that offer real MEASURABLE results
Avoid using "feel good" testimonials. They're the ones from
customers who gush about how great you are and how much they
love you -- but fail to mention what kinds of results they
got from using your product!
Good testimonials describe how your product helped
someone...
Make or save more money. (If so, how much -- and how long
did it take?)
Become more successful at something. (If so, how much more
successful -- and how long did it take to achieve that
success?)
Improve their health. (If so, exactly how did their health
-- and life -- improve after they used your product?)
Maybe your product doesn't offer tangible results like
these. Maybe you sell collectibles, like coins or model
trains -- or entertainment items, like CDs or DVDs. In that
case, use testimonials that build your credibility as a
seller.
They should answer questions like:
Was the quality of your product accurately represented on
your website?
Were you responsive to your customer's needs?
Was shipping and packaging good?
How did their shopping experience at your site compare to
the competitors?
.... You can see what I am getting at here. Your
customers don't want to hear how nice you are. (I mean, I
know lots of nice people I'd never buy from -- because I
don't think their products offer any real value.)
Your customers want to know if your company keeps its
promises and offers products that deliver results. Use
testimonials that clearly show those results -- in as
specific a way as possible -- and your customers will show
YOU sales.
2. Keep your testimonials SHORT and POWERFUL
If your testimonials are longer than 4-5 lines, most
potential customers will just skim them or skip right over
them. Keep them short and get to what matters... Results!
3. Include as much PERSONAL information as possible
The majority of online testimonials I've seen include just
the first initial and last name of the happy customer.
That's not enough information -- it doesn't fully establish
the testimonial giver's credibility. You want to present as
much information as possible, including:
First name
Last name
City, State/Province
URL if they have a web site
Brief demographic or professional description:
Stay-at-home mom
Retired
Teacher
Doctor
Student
Etc.
... As well as any other relevant information your customers will allow you to publish on your site.
4. Use the most EFFECTIVE formats
Here are the different formats you can use on your web site
to present your testimonials (from most effective to least
effective):
1. Video testimonials
2. Audio testimonial with photo of customer.
3. Written testimonial with photo of customer.
4. Written testimonial
With technology today, anyone can sit down with a basic
digital camera and give you a powerful video testimonial to
use on your web site. If you limit yourself to written
testimonials, then you're limiting your results.
And remember... don't be shy! Ask your customers for
testimonials. You'll be surprised how easy it is to convince
a happy customer to record an audio or video testimonial for
you.
In fact, many will volunteer on their own -- but chances are
you'll get more quality testimonials sooner if you simply
ask for them.
The most important thing you can do for your
testimonials credibility is get them verified by an
independent 3rd party. A fantastic service to add
credibility to your testimonials is offered by
www.TrustedTestimonials.com.