How to Use Testimonials to Increase Sales

An endorsement is when a person with some celebrity in general or within an industry says, "I recommend this product and you know me so you can trust what I say." For example, Jack Canfield is widely known as co-author of the Chicken Soup book series. When he recommends someone else's self-improvement products, that's an endorsement. If you have connections and can get an endorsement for your product or service, do so. They're very powerful because the endorser is already known and trusted.

Testimonials are powerful for a different reason. They give proof that others have tried whatever you're offering and were happy about the result. Testimonials suggest that if the prospect buys the product, they'll get similar results and be happy, too.

A useful testimonial includes these things: Both first and last names. If you've ever read one where only the first name and last initial is given, (e.g. Barbara P.), what was your response? It strikes a suspicious note, as if the testifier would prefer to be anonymous. The full name is much more believable. If possible, enhance the effect by including state, city, type of business or business name.

Select testimonials that are brief and focused. Each one should be about a specific and measurable result, as much as possible.

For example, the following gives no real information, even though it is a positive testimonial: "Her writing advice was great, and I believe that I wouldn't have been able to publish my book without her guidance." However, the following similar testimonial indicates specific, desirable results: "My practice expanded to include seminars and group events as a result of her help with getting published. Now, my income has doubled even though I'm working fewer hours than ever."

If you have no testimonials because you have never asked for them or neglected to keep positive comments - (or because you have a new product) - here are some ways to get testimonials.

Offer a fr~ee trial to some interested people. Tell them that you would be happy to receive a testimonial if they feel one is honestly deserved, but make it clear that you aren't exchanging the fr~ee trial for a testimonial. This way, those recommendations you do receive will be heartfelt rather than obligatory.

Ask for feedback from people who have already used your product. Any feedback you get that is positive but not specific, make contact again and ask for more specific information.

And if you receive something good that just needs editing, then edit it, and ask the testifier if the changes you've made (for clarity, for professional grammar, for length, etc.) meet with their approval. Only use approved edited versions.

You might have the reverse problem: a big stack of testimonials that make it hard to choose. In that case, select according to these guidelines: A. Focus on your top benefits, and use short testimonials that support or prove those benefits. B. Select the testimonials that tell about specific and measurable results the product helped a client achieve.

You can have any number of testimonials, but more isn't always better because you want the focus to remain on the product and its benefits. In other words, you want to keep the reader moving through your sales letter. However, if you feel it is very important to have more testimonials than will fit on the sales page, you can have a link to see more, but this is key: the 'more' needs to come up in a new window. You don't ever want the prospect to leave your page because most of them will never come back. Use the testimonials to persuade, not to distract.