The fact is, even if your web site is full of fabulous sales copy and photos that illustrate all the great features and benefits of your product or service, your potential customers still need to know:

What do people who have actually purchased and used your product or service think about it? It's simple: your readers know that YOU believe in your product, or you wouldn't be selling it! But what do people with the same problem or need that they have say about your product?

Answering that question is one of the most fundamental tasks your web site needs to accomplish -- and it's as simple to do as it is important.

By using testimonials -- reviews and comments from your satisfied customers, in text, audio, or video format -- on your web site, you not only answer the question, you also transform your sales pitch into a credible, unbiased recommendation for your product.

1) Overcome buyer skepticism with a glowing testimonial

As I said before, adding testimonials is probably one of the easiest ways to improve your web site -- but a good one can generate more selling power than some of the best salescopy out there!

So why are testimonials so effective?

Testimonials build trust: Whether your customers are raving about what your product has done for them or about the great service you gave, they are telling your visitors first and foremost that they had a positive experience with your products and company. Testimonials aren't "salesy": Because testimonials aren't written in your "voice," they stand out in your copy as candid and unbiased accounts of how well your product works. Testimonials overcome skepticism: A good testimonial has the power to convince even your "tough sell" visitors that your product or service really made a difference in your customer's life -- and can help them, too. For example, let's say that you're selling a special lotion designed for dry skin. A visitor finds your web site -- a person with dry skin who needs some relief -- and reads all about the amazing moisturizing ingredients in your product and how wonderful it smells.

Those are two good selling points -- things that people would want to know before they decided to buy.

But lots of products can make those promises -- and many of them don't work! So why should they purchase your product ahead of all the rest?

Then, as they look over the page, a testimonial catches their eye from one of your customers, explaining that your lotion quickly healed a lifelong, agonizing skin condition -- something no other product had ever managed to do!

That's the power of an effective testimonial: it can convince your reader that your product DOES work -- and that you can be trusted to deliver on your promises.

2) How to choose the right kind of testimonial to turn your visitors into customers

When you're choosing testimonials, there are a few key ingredients to look for that make the difference between an ineffective testimonial -- and one that sells.

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