How to Use Testimonials in Advertising

I see a lot of testimonials on product and business Websites. Why do people give testimonials?

People give testimonials because they have liked the product or service they have purchased from the companies that you see on these Websites. Often they are asked to give the testimonial, but the bottom line is that they would not give them if they didn’t like the product or service. By giving these testimonials, others can see that there is a real product with real value, and that is important for overcoming their reluctance to purchase.

Do testimonials work when it comes to a business or product?

Yes, testimonials do work. Testimonials can work in a variety of ways when placed on a Website. By using testimonials, you then create a credible, unbiased sales pitch that comes directly from the people who have already purchased the product. This is powerful.

Here are three reasons why testimonials are more effective than the best sales copy out there:

Testimonials build trust. Testimonials build trust with the great raves that your customers give about your products and services that you provide.

Testimonials aren’t salesy. They aren’t salesy because they aren’t written in your point of view, but in your customer’s point of view, telling how well they liked your product or service.

Testimonials overcome skepticism. Testimonials can win over the hardest toughest customer out there.

How would I choose the right testimonials to use on my Website?

There is a difference between an effective testimonial and an ineffective testimonial.

For example, here is an ineffective testimonial:

“I love this product! I’m so glad I bought your stuff and I’ll definitely be back to get more! I can’t get enough!
While this testimonial is positive, it doesn’t provide enough detail to the customer to really effectively help persuade them into the sale. ” Joe Schmo, Anyplace

Here is a highly effective testimonial about the efficacy of a sales technique that someone was selling:

“I used the methods you told me to use, and for three days my phone’s been ringing! It’s the first time in five months that anyone had really purchased anything. I sold over $3,500 in goods and services in three days! ” Alice Lovesit, Anywhere

Here are the characteristics of an effective testimonial:

A good testimonial is filled with the benefits of your product or service. The customer telling what your product did for them will help others know that your product or service actually works.

A good testimonial substantiates your claim. If you say your product does something for the customer, the testimonial needs to back that up. Like the example above does.

A good testimonial is from someone with whom your audience can relate. You want testimonials from people you are targeting. For example: if you are targeting mothers with children under ten, you would want the person giving the testimonial to list the ages of her children.

A good testimonial is credible. Make sure that you list the first and last name, where they are from, and a photo, if possible. This way your audience knows that your testimonials came from real people who use what you are selling.

A good testimonial endorses the key benefits of your products or services. Make sure that when you use a testimonial, the person giving the testimonial includes the benefits of your product or services.

A good testimonial is comparative. Choose testimonials that compare your product to a product that is comparable to yours-for instance, your glass cleaner against the leading known brand glass cleaner.

How would I get the testimonials from my customers?

There are several ways for you to obtain testimonials from your customers whether you are already selling your products or starting out with no sales yet.

The easiest way is to add a form to your site that allows your customers to give you feedback about your product or service.

A very effective way is to set up an autoresponder that contacts your customers once they have made the purchase to follow up on how they like your product and to request some feedback from them.

When you receive a great letter from a customer, always ask him if you can use it on your Website.

If you haven’t yet begun to make sales but are due to start out, offer a free trial or sample of your service or product to a select few. Then ask them for feedback on what they thought of your promotional offer to them. The impact of the feedback from this could be well worth it on your bottom line.

Where should I place the testimonials on my Website once I have them?

Here is a list of where you should strategically place the testimonials on your Website:

Place the best testimonials on the front page of your Website.
Place them in the sidebars, center or above the headline.
Place some in the center of your page to keep proving the credibility of your product or service. This will help keep your visitor focused on how terrific your product or service is.
Set up a page dedicated to just testimonials. Using snippets from these testimonials throughout your webpage will also help. Include a link next to the snippets to the testimonial’s page.
Include testimonials on every page of your Website. This way no matter what page that your customers are on, they will see positive feedback from your customers.
Here’s what you should not do when using testimonials on your Website. You don’t want to drive your potential customers away:
Do not edit your testimonials in any way, shape or form. If you do not feel comfortable using the testimonial as it was given to you, simply do not use it.
Never use a testimonial without your customer’s permission.
Never make up testimonials for your Website. Lying to your customers will not provide the positive image you want.

In closing, if you are not using testimonials for a selling point of your products or services, you are missing out on one of the easiest and cheapest methods of gaining sales. Using testimonials from real people will help build trust between you and your customers.