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Are Your Sales Letter Testimonials HURTING Your Sales?
If you want to write amazing sales copy and be seen as a leader in your market, then people need to believe your claims.
If they don’t?
They are not going to buy.
Now, there are a few ways you can put proof into your sales letter.
For example, you can talk about an authority figure discovering something new, such as a doctor finding an herb to help stroke patients recover faster.
Or you can talk about tests you’ve put your product through, which show its quality. David Ogilvy’s “Rolls-Royce” ad did this perfectly.
(I’ll put the link at the bottom so you can read it. Bullet numbers 2 and 6 show this “test-by-test” in action.)
Anyway, there are many more ways to put proof in your sales letter.
But the one we’re going to talk about here is the most common – testimonials.
Testimonials are more powerful than Hulk Hogan’s punch when done right…
But when a wrong is done?
Then they are as weak as the English football team in the World Cup. (I still live in hope every four years, though – silly!)
So what makes a powerful testimonial, and what makes a weak testimonial? Surely any testimonial is good, isn’t it?
Here’s the thing:
You live in the internet age. And the amount of bullshit online is enough to make the streets of medieval London smell like a bed of roses.
So when people read your testimonials, they’re going to be skeptical.
And that doubt turns into disbelief when reading a testimonial like this:
“Mick’s heart health supplement has changed my life! So grateful! Would highly recommend!” – Jane, aged 59
So why might people not believe this?
1) It’s Far Too Vague
When it comes to testimonials, being vague about your clients is as harmful to you as Kryptonite is to Superman.
It really can kill all belief.
Instead, ask your clients to be specific. Ask them to share a real-life benefit they’ve gotten from your product.
Now imagine if Jane said this:
“Mick’s household health supplement has changed my life because I was still recovering from a heart attack I had 2 years ago.
I couldn’t enjoy life. I was out of breath just walking up the stairs. Going to the shops and breathing heavily in front of people was embarrassing. I knew people were looking at me thinking “Wow, I never want to be like her. She must have let herself go.
And, of course, I was always scared of having another heart attack and not surviving it.
It scared me.
Now, I have to admit:
I was skeptical about taking this supplement. I was worried that Mick was trying to scam me by putting sugar (or something much worse) in these pills. Also, the doctors were telling me that statins are the only thing I should take. And it’s hard to ignore a doctor, right?
Although things couldn’t get worse, and the statins weren’t helping. So, even though I was nervous, I took the supplement.
And what has happened since then has amazed me…
My blood pressure has dropped from 160/100mmHg to 127/86mmHG and my total cholesterol has dropped from 6mmol/L to 4mmol/L. With this reduction, I have found doing the day to day tasks in life so much easier. I can walk for an hour now without getting puffy. I even go to the gym!
So no more embarrassment walking around the shops and being out of breath…
And no more being scared I have another heart attack waiting around the corner.
Mick’s supplement was amazing and I highly recommend it to anyone who has had heart problems.”
So which is stronger?
Which will convince people that Mick’s heart health supplement is going to be as life changing for them as introducing pornography to Monks and Nuns was?
The second one.
It’s not even close.
And the fact that Jane is so specific here (both in terms of how she felt and in terms of the actual figures of her readings) makes this testimonial seem much more credible.
Anyway, let’s move on to the second reason why horse manure is the first testimonial.
2) Saying it’s from “Jane, 52” is almost as believable as the “flat earth” conspiracies
How often do you see testimonials ending with just a first name and age?
Way to often.
And they suck. At the end of the day, anyone can write a fake sentence and stick a random name at the end.
So, instead, you need to do the following:
* Use full name…
* Use a picture… (Preferably of them holding / using your product.)
* Say where they’re from… (The more specific the better. “England” won’t cut it. “Manchester, England” is better. If you want it even stronger, add her village .And, if they don’t It doesn’t matter, you can even use their real address.)
And by the way, make sure any testimonials and photos you use really represent your target market.
If 80% of your buyers are women between 40-60, then 80% of your testimonials need to be, too.
3) There is no emotional story behind it
Why? Because people connect with stories better than anything else.
Think about it:
How have religions become so popular? Through stories and parables. If the Bible had just said “love your neighbor”, people wouldn’t have even given it a second glance.
But because he tells the story of the Good Samaritan, Christians know that they need to love their “neighbor”.
And it’s the same with testimonials.
If your testimonials basically say “Barry is amazing!”, then anyone reading your sales letter will look at it.
In other words, it’s crap. And they won’t remember it.
Instead, check out the second “Jane” testimonial I wrote.
See the story there?
Notice how it starts at the point BEFORE Jane tries Mick’s heart health supplement? And notice how it emphasizes how Jane felt and her struggles.
Then, he mentions Jane’s doubt.
Because your prospects are going to be questionable at this very point. So, by mentioning this, it makes anyone else reading your sales letter think, “Well, Jane took a leap of faith and look how it worked out; I should do the same.”
Anyway, if you take all this advice and apply it to your own testimonials, then your sales letter (or wherever else you put the testimonials) will be a hell of a lot stronger, beating your results current. out the park.
And in answer to my initial question:
“Are your testimonials hurting your sales?”
If you’re using those typical one-liners, then I think they could be.
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