Continued from page 1
Solicited testimonials? Are they objective and true? Are they informative for visitor? Could you find a natural or negative testimonial in someone's sales letter? Maybe one or two in entire internet just because of unprofessional author. So why everyone tells you, that testimonials are so important? Simply it is another psychological trigger to mind. Want to build credibility? Great! Publish unsolicited clients' feedback. If there is no any, think about improving your offer rather than bribing your customers to write a testimonial for you.
I see strong tendency towards hype, tricks and nonsense only to force a visitor to buy. It will not be a big surprise if I soon encounter an ad with 20 supporting testimonials telling me that if I buy particular book today, then tomorrow I will construct a jet-plain. That's why there is an army of disappointed people who have bought 150 ebooks and simply don't know what to do and what they need them for.
The roots of that marketing garbage lie at bottom of competition. When hundreds of sellers try to promote same product using same web-page, competition becomes so fierce that it is almost impossible to market without advertising fraud.
In order to profit you should make your offer as unique as possible. No more, no less.
Make your offer to be addressed to buyers' side, don't force them (using marketing hype) to buy product that you know is not good enough or fake at all. To my mind, best way is to inform your customer about his/her benefits along with features, not instead. Let customer choose what features are really beneficial, and what aren't. Only that way can be fully objective in relation to your customer. Given you're having great offer, full customer satisfaction is what will make your business literally explode.
Be honest. The result of selling one more hype product is temporal, integrity and honesty with people you are dealing with is for entire life. Decide what is more important to you.
Internet is our home. Let's make it clean and shining.
Pavel Lenshin is a publisher of NET Business Magazine, professional web-developer and CEO of: - http://ASBONE.com/ - informational portal and provider of discounted internet services for entrepreneurs, including internet access, web-design and hosting; - http://InfoAlchemist.com/ - a must-have business library.