How To Use Testimonials To Increase Your Sales

Written by Albin Dittli

Testimonials are quotations from satisfied customers and clients. They are one ofrepparttar simplest and most effective ways of adding punch and power to web site sales letter.

How do you get and use testimonials? Here are some tips for using testimonials:

1. Always use real testimonials instead of made-up ones. Evenrepparttar 108142 most skilled copywriter can rarely make up a testimonial that can matchrepparttar 108143 sincerity and credibility of genuine words of praise from a real customer or client.

If you ask a customer to give you a testimonial, and he or she says, “Sure, just write something and Ill sign it,” politely reply: “Gee, I appreciate that, but would you mind just giving me your opinions of our product in your own words?” Fabricated or self-authored testimonials usually sound phony; genuine testimonials invariably haverepparttar 108144 ring of truth.

2. Long testimonials are usually better then short ones. Many copywriters are hooked on using very short testimonials. For instance:

“...fabulous!...” “truly funny...thought-provoking...” “...excellent...wonderful...”

I believe that when people see these ultra short testimonials, they suspect that a skillful editing job has masked a comment that was not as favorable asrepparttar 108145 writer makes it appear. In my opinion, longer testimonials, say two or three sentences versus a single word or phrase come across as more believable. For example:

"I can't say enough good things aboutrepparttar 108146 quantity and quality of products at such a low cost. Not to mentionrepparttar 108147 super service and fulfillment of our purchase requests. I think I'll stay! Thank you again."

Sure, its longer, but it somehow seems more sincere than a one-word superlative.

3. Specific, detailed testimonials are better then general or superlative testimonials. Upon receiving an email of praise from a customer, our initial reaction is to readrepparttar 108148 email and findrepparttar 108149 single sentence that directly praises our company or our product. We extractrepparttar 108150 words we think are kindest about us, producing a bland bit of puffery such as:

“We are very pleased with your product.”

Actually, most testimonials would be stronger if we included more ofrepparttar 108151 specific, detailed comments our client has made about how our product or service helped him. After all,repparttar 108152 prospects we are trying to sell to may have problems similar torepparttar 108153 one our current customer solved using our product. If we let Mr. Customer tell Mr. Prospect how our company came to his rescue, hell be helping us makerepparttar 108154 sale. For instance:

“Hi Brian, I just signed up for your "RESALE RIGHTS COOP". I've been searchingrepparttar 108155 net for almost a year looking for something that combined value and affordability. Your package is trulyrepparttar 108156 best of both worlds. Keep on keepin-on. Wow what a package.”

Again, don't try to polishrepparttar 108157 customers words so it sounds like professional ad copy. Testimonials are usually much more convincing when they are not edited for style.

4. Use full attribution. We've all opened web sites and direct mail packages that contained testimonials from “D.W. in Nevada” or “Ron V., Self-Made Millionaire.” I suspect that many people laugh at such testimonials and think they are phony.

To increaserepparttar 108158 believability for your testimonials, attribute each quotation. Includerepparttar 108159 persons name, city and state, and (if a business customer) their job title and company (e.g., “Ada Dittli, President, Cedar Ridge, Inc.”).

People are more likely to believe this sort of full disclosure than testimonials which seem to concealrepparttar 108160 identity ofrepparttar 108161 speaker.

5. Group your testimonials. There are two basic ways to present testimonials: You can group them together in one area of your web site or ad, or you can scatter them throughoutrepparttar 108162 copy. A third alternative is to combinerepparttar 108163 two techniques, having many testimonials in a box and a smattering of other testimonials throughoutrepparttar 108164 rest of your copy.

They’’re Searching So Why Aren’’t They Buying?

Written by Karon Thackston

by Karon Thackston ©© 2003

There seems to be a common myth regarding site visitors andrepparttar buying process these days. I’’ve heard this statement more than a few times overrepparttar 108141 last several months: ““My visitors find me when they use search engines. They type inrepparttar 108142 exact keyphrases I’’m listed under. So when they get to my site why aren’’t they buying?”” The simple answer is that they aren’’t ready to buy yet.

Just because surfers type a specific keyphrase into a search engine does not mean they are ready to buy. In fact, it could mean justrepparttar 108143 opposite.

The buying process is made up of several stages, and your site visitors could fall into any one ofrepparttar 108144 five. Let’’s say a surfer typed ““water filtration systems”” into Google. This same keyphrase can be used by people in all five ofrepparttar 108145 buying-process stages. Take a look atrepparttar 108146 steps, and I’’ll show you why - during each one - your visitors might come to your site.

Step One - Need/Want Recognition - Deciding there is, in fact, a need or a want to be filled. During this stage a site visitor may be wondering. Take yourself for example. Suppose someone told you about a new water filtration system that is just awesome. Being a health-conscious person, you want to determine if this is something that would be good for you and your family. You jump onrepparttar 108147 Internet and begin looking for general information aboutrepparttar 108148 product.

Right now you aren’’trepparttar 108149 least bit interested in price or sales pitches. You just want to know what this filtration system is all about so you can decide IF there is a need or want on your part.

Likewise, a site visitor inrepparttar 108150 need/want recognition stage is looking for solid, unbiased information.

Step Two - Information Search - Trying to determine what’’s available. So now you’’ve found out that these filtration systems are fabulous, and you’’ve decided your family needs one after all. Next step? Jump back onrepparttar 108151 Internet and start searching for information.

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