December 17, 2007
Using Testimonial To Enhance Your Sales-What is The Trick
Testimonials are positive reviews that people tell about your product. Testimonials carry tremendous weight. Because, other people confirm that you are as good as you say you are.
When done rightly, testimonials can tremendously increase your conversion rates.
The trick is to do it in right way.
How to go about it?
Use Genuine Testimonials only
There is something strange about truth. The moment you fake it, people can make out. Therefore, to have true credibility, a testimonial must be genuine and verifiable. When you put genuine testimonials from various product users, you add a group voice to your web page which keeps saying, “This is a good product. We have been benefited. You would be too”.
When you ask for testimonials, do ask for permission to use them on your website along with name, residential address and email. When you use these parameters it makes your prospect believe in genuineness of the testimonial. Your prospects may never bother to check but they know that you wouldn’t put those there if they weren’t genuine.
Never make up or polish a testimonial. It would show and would corrode your credibility.
Use Target market Oriented Testimonials
The testimonial must speak to your target market. It must address the benefit that your potential buyers would be interested in. Remember! Testimonials are very good tools to remind and convince your prospects what is in for them.
It should make them pause and think, “That’s exactly what I want!”
Put Real Life Success Stories
When you put real life success stories in your testimonial, it connects to the one who is struggling to succeed and would like to be helped. Deliver something that hits them, “If I can get the same result, it is a price worth investing!”
Success stories have an air of believability, because the testimonial connects to reader’s situation easliy.
Cover Maximum Strong Point of Your Business
Repeated praise of the product is good but may sound similar and become monotonous soon. If you can, you should address different fields of your business which are your strong points. For example speed of your delivery, customer care, after support etc. This would increase your overall value in your prospect’s mind and make him think that he is buying from right folks.
Spread Them
Do not limit your testimonial to a dedicated page. You must include testimonials into your sales letter and also spread them all over the site. You can use some script to that effect. For example a new testimonial over sidebar or header every time a page loads is quite effective in pulling the visitor attention.
You can use testimonials at strategic points, to emphasize and support your claims.When you spread the testimonial you ensure wide visibility, repeated fresh reminders and enhance the brand enforcement.
Do Not Overkill
I think I must emphasize. You must use real testimonials. Do not fake.
You should blend your testimonials well into your website. It must not look like overkill. Your readers otherwise might get distracted and miss the conversion.
Use them smartly without being carried away.
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