Mastering Getting And Using Testimonials
By Willie Crawford

Perhaps no single element can perk up the response rate on a
web page more than hard-hitting, credible testimonials.
They work because somebody other than the seller is telling
prospects how great, and useful the product is. It's
natural for you to say how beneficial your product is -
having someone else do this is much more convincing! If you
are not using testimonials in your web copy you should start
today.

The first dilemma anyone marketing new products over the
internet faces is getting testimonials. How exactly do you
induce people to give you usable testimonials? You ask!
Here are methods I have used (and others have used) to get
testimonials while a product is still new - and after it's
established:

- Offer free evaluation copies/samples to people in exchange
for feedback. Naturally, you hope this feedback will be
good and that you can use it in you advertising. If it isn't
good that tells you how you can improve your product. I
would offer the free copies to known personalities such as
ezine publishers and webmasters of high traffic sites. When
you get usable feedback, you want those seeing the feedback
to recognize the name if possible. This lends additional
credibility. A good testimonial is certainly worth the cost
of a sample of your product.

- Ask for feedback from purchasers of your product or
service. I do this automatically. Every purchaser of my
books are asked for feedback in a follow-up email or letter.
Every subscriber of my marketing course is asked for
feedback. The email asking for feedback is part of the
autoresponder series. When you get good feedback, ask if
you can use it as a testimonial. The vast majority of those
I ask for permission happily grant it. Some even give me
more great comments I can use.

- When you see something good said about the product such as
on a discussion forum or in an ezine product review, ask for
permission to reprint this. This is a frequent practice.
I've had several authors or software creators ask for
permission to reprint things I've posted online. They
usually offer to reprint it along with my url which is a
bonus for me.

Those are three key ways to get testimonials. They all
really say the same thing though - ASK!

You want the testimonials to be in the customers own words.
This sounds more natural to your potential customers because
it IS natural. However, at the same time, you want your
testimonials to spell out benefits to potential customers.
You need testimonials that state specifics (how many orders
were generated from a ezine ad, how many pounds were lost,
how many dollars were earned). If you are not getting this
type of testimonial and you know the facts, it is ok to
suggest verbiage for a testimonial to a customer. You can
also draw the testimonial you're looking for out of a
customer by asking him how he has specifically benefited.
You want honest, believable, testimonials that spell out
specific benefits gained!

Once you get the testimonials how do you use them? First of
all, realize that all testimonials are not created equal.
Testimonials containing a full name and address or a website
url are more credible. The consumer trusts the testimonial
more because he can (and often does) check it out.
Therefore, post the full name and city/state or post the
website url. I usually make the url a clickable link but
configure it so that it opens a new browser window when
clicked. That way I don't lose my hot prospect :-)

Testimonials from people "like" the prospect also have more
impact. If you're targeting work-at-home moms, make sure
that you have some testimonials from work-at-home moms. If
you are targeting those starting their own affiliate
programs, make sure you have testimonials from those
operating their own affiliate programs. You want
testimonials for people your prospect can identify with.

Testimonials with photos also help people to identify with
the person giving the testimonial. Most people sending you
emails aren't going to attach a photo for you, so how do you
get these? You go to their websites to see if they have a
photo posted online. If they do, you ASK for permission to
use it along with the testimonial. The photo shows that
the testimonial was given by a real-life person - and not
contrived. The entire reason you use testimonials is to
create credibility. A photo engages more of your prospects
senses and super-charges the credibility.

Testimonials from "ordinary people" tell your prospect that
he could do it too. Testimonials from celebrities and
well-know personalities naturally carry a lot of weight. We
listen to those we have grown to trust. Hopefully, they
won't lead us astray. Don't be afraid to seek testimonials
from the big guns! If they really like your product they
will give you a testimonial. They understand the need, and
enjoy telling others about a product that they like as much
as anyone else does.

As you find your collection of testimonials growing you can
be more selective in which ones you use. Periodically
review the testimonials you are using on your website and
make sure they are appropriate for your purpose.... make
sure that they talk to your target audience. If
appropriate, use these testimonials in your ezine ads,
offline promotion and other promotional efforts.

Testimonials can be used in countless other creative ways.
For example, you often see testimonial used in the front
or back of books. Since the customer has already purchased
the book if sold online, what purpose do you imagine that
testimonials serve? It reassures the buyer that he has
made the right choice. He can see that he is not alone in
loving your great product. This reassurance actually cuts
down on returns by making him feel better about his
purchase.

Testimonials are one of your most powerful copywriting
tools. Start collecting and using them from Day 1. They
will increase your sales substantially when properly
employed.

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Willie Crawford has taught thousands the secrets of
operating a successful on-line business through his free
Internet Business Success Course. For hands-on training,
join him at the Internet Marketing Power Workshop. Leave
the workshop with you very own product, which easily sells
for $300 (100% profit). Only 30 seats available - Register
Now: http://williecrawford.com/cgi-bin/tk.cgi?testimonials

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Note:
This article first appeared in our ezine, Limitless
Marketing Ezine. I publish original material
similar to this in each weekly issue. If you are not
a subscriber please sign up today using the form at:
http://williecrawford.com/cgi-bin/index.cgi

Feel free to publish this article in your ezine,
in your ebook or on your website. A note telling me
that you published the article would be appreciated.
My email address is willie@williecrawford.com

Thank you,
Willie Crawford

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