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 ...
=== 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. Try sending
a solo ad to your list and compare the results against
an endorsement in your editorial space.
=== 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.
=== 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'?
=== Use testimonials about your own product on your website
and in your promotional material. Create a few different
sales pages and test which one gives the best response.
Is it the page where you group your testimonials
together for 'high impact'? Or is it the page where
testimonials are placed strategically throughout the
sales letter?
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. If you would like a template to help you
write a request for permission, try the Instant Sales
Letter package athttp://buildyourhomebiz.com/instant.html .
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 credibilityHealth Fitness Articles, and improve
sales.
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ABOUT THE AUTHOR
Angela Wu Angela is the editor of Online Business Basics, an
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