Here's an example of the kind of effective, benefits-driven testimonial that'll turn a visitor into a customer:
"I used the methods you told me to use, and for three days my phone's been ringing! I sold over $3,500 in goods and services in three days! It's the first time in five months that anyone had really purchased anything."
What makes this testimonial so powerful? Let's break down the elements of an effective testimonial in more detail:
- Good testimonials should filled with benefits. A comment like, "This product is great!" is nice to hear, but it doesn't tell visitors what your product can actually do for them.
· You want the benefits of what you offer to be front and center in every testimonial: "This product doubled our profits in a month!" or "This product made the pain in my back disappear completely--and did it fast!" or "We've never seen any product that could get the rust off our car without damaging the paint--until now."
- Good testimonials should substantiate your claims. If you say your product can do something, your testimonials should back up your promises, complete with actual facts and figures. How much money did your customers save by using your product? How much time did they save by using your service? How did it solve their problems or improve their lives?
- Good testimonials should be from someone your targeted market can relate to. You want your visitors to see that your product helped someone just like them. Make sure your testimonials come from someone with whom your target market can identify.
· If you sell primarily to seniors, for example, ask your customers if you can include their age along with the testimonial. If you're selling to moms with children, ask if you can mention how many kids they have or include a photo of their family.
- Good testimonials should be credible. Accompany each testimonial with the first name, last name and hometown of each testimonial-giver to show that your endorsements come from real people. Always try to include a photo as well.
· And if you can, take it to the next level by including audio or video testimonials for maximum effect. Do anything you can to help your visitors connect with your testimonial-givers on a personal level.
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