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Alleviate Doubts and Boost Your Sales Dramatically Using one
Simple, Overlooked Technique!
It's a well
known fact. To make a success of your business online,
you need to inspire the trust and confidence of your customers.
People need to know who you are... where your business
is located... how they can contact you... and that other
people have successfully done business with you.
The first three
are easily accomplished. Tell people about yourself, how your business got started, and explain how you
came to be an expert in your field. Then provide them
with extensive contact information in order to alleviate
any fears that you are an evil con artist working out
of your dark, smelly basement... intent on taking innocent
people for all they're worth.
By doing these
three things, you will have put a face to your name...
an important step when establishing a relationship with
your customers and visitors. In order to really drive
the sale home though, you need to convince your visitors
that other people have benefited from doing business with
you.
The most effective
way to accomplish this is by using the almighty testimonial!
Now some of
you may be thinking, "Why can't I just list my own accomplishments?
Why do I need to bother with testimonials?"
The answer
is simple. When you are trying to establish trust, going
on and on about how fabulous will turn the customer off.
They are not interested in listening to you brag. How
do they know if they can believe your claims? You need
to prove that other people -- people just like them --
have benefited from your product, service, or expertise.
Testimonials
dramatically increase your credibility. They let your
visitors know that other people have risked doing business
with you and have been pleased with the results. Did you
know that this one simple trick can actually increase
your sales by a phenomenal 250%? It's true!
Of course,
people often approach me and say, "But if I'm marketing
a product for the first time, how can I use testimonials?"
It's a good
question!
First of all,
I would like to point out that making up testimonials
is NEVER a good idea. Nine times out of ten, people
are going to see through your devious ploy and you will
have destroyed your credibility forever. It's so
easy to get real testimonials... why would you risk your
reputation by doing something like this? My advice? Keep
it real.
With that said,
how do you go about gathering testimonials?
If you are
marketing a product for the first time, then it is unlikely
that you will have customer testimonials right from the
start. That's okay! Approach people who think you are
knowledgeable in your field -- people who value your
expertise --and ask them to write one for you.
Ask? Yes,
ask!! And don't be shy about it! You will find, more often
than not, people will be flattered that you value their
opinion.
It is really
simple... in fact I am even including a sample letter
that we have personally used in the past with great success...
Dear John,
Thank you for
your purchase of [product name] on [date of purchase].
Your business is extremely important to us and if
there is anything else we can do to help please let
us know!
With that said
we are contacting some of our customers because we
would really like to get your feedback. We want to
hear how [product name] has helped you successfully
grow your business on the Internet. We want to hear
it all...
How much have
we increased your profits?
How much time
have we saved you?
We would love
to hear all of the details! We value your opinion
and we really want to here from you! So please write
your heart out!
With your permission
we may use your comments as testimonials on our website.
Please let us know if this is all right with you.
Also, if you provide us with your URL we will post
that along with the testimonial generating extra traffic
to your website for free!
Thanks so much
for your time and if you have any questions please
feel free to contact us any time!
Sincerely,
Corey Rudl
You will
notice that we asked permission to use their comments
as a testimonial and asked permission to post their
URL. Remember to always ask permission to use their
URL or email address in the testimonial... this
will give your testimonial huge credibility because
people can verify that they are the real thing!
Also try
to guide them through their testimonials. What I mean
by this is by giving specific examples of what you want
or asking them specific questions you are letting them
know exactly what you want in your testimonial in a
very subtle fashion that will get your customers thinking
in the right direction!
Be sure
that your copy includes your own testimonial. This
is important too! People need to know exactly how your
product or service has benefited you. Be honest. Talk
about the successes and failures that you have experienced...
and how they have served to better your product or service
and further develop your expertise!
Once your
customers have had a chance to use your product, approach
them for testimonials. Again, don’t by shy about asking. Customer testimonials are the most powerful testimonials because they prove that you have delivered on your promises.
Visitors are going to be interested in hearing from
people who have paid for your product... and loved
it!
Some marketers
insist that celebrity endorsements are the way to go,
but I would have to disagree. These testimonials can
backfire on you because people know that celebrities
are paid to say nice things. You are better off paying
another industry expert for a testimonial -- someone
who people are going to be more likely to trust because
they recognize them as being knowledgeable in the field.
So what does
a good testimonial look like? It should contain the
following elements:
A good testimonial
is specific! One and two word testimonials like
"Really superb!" or "Fabulous" don't
tell your visitor how the customer benefited from
your product. Instead, use longer testimonials -- preferably 2 or 3 sentences -- that discuss,
in detail, how the customer benefited.
Be sure to cite
the complete attributions of the customer you
are quoting. You need to include their full name,
where they live, the name of their business, and
their URL. People will be inclined to believe that
you fabricated your testimonials unless you include
this critical information.
Do NOT edit your
testimonials! While correcting the spelling
might not be a bad idea, you should never change
the phrasing or the terminology. If all of your
testimonials sound the same, and if they are all
grammatically correct, people may think that you
wrote them yourself.
When appropriate, consider using photographs of the testimonial
writer. This tactic will actually triple the
believability and selling power of your testimonials!
Finally,
I would like to emphasize the importance of getting
written permission to quote your writers. You MUST
do this! You should also ask for a general release that
will allow you to use the customer's comments in all
of your current and future advertising... not just once
in a specific ad or letter.
In fact,
whenever someone sends you a nice letter or e-mail,
you should immediately respond with a thank-you note
and a request for permission to use the testimonial
in all of your promotions.
This will
get you well on your way to building a sizeable file
of customer testimonials for future use!
ABOUT
THE AUTHOR: Corey Rudl is the owner of four highly
successful online businesses that attract more than 1.8
million visitors per month and generate over $6.6 million
each year. He is also the author of the #1 best-selling
Internet Marketing course online.
To
Find Out How To Market Your Business
Online CLICK
HERE
