July 29, 2010

There’s one rule when it comes to copywriting and advertising:

People don’t want to believe you!

They’ve already been pitched 10,000 times on how they’re going to lose weight, make more money, and grow hair using your product. Today’s customers are more skeptical than ever and you need to have more “evidence” that you know what you’re talking about if you’re going to woo them over.

The best way to do that is through case studies and testimonials. Here are some testimonial tips that should boost the social proof on your website or other marketing piece.

Make sure you have full name, website, and location.

Frequently people use testimonials with initials  like “J.K”, or a first name and last initial.  You want to make sure you have full information for each testimonial. The more information the more people are going to believe the testimonial is real.

Stay away from “pat me on the back” testimonials.

These are testimonials that aren’t results based. For example, if you said the following:

“Jim will help you make millions of dollars online.”

…and the following,

“Jim helped me make $3213.23 last year and he could help you too!”

…which testimonial is going to be more believable?

The one on the top is what I call a “pat me on the back” testimonial as it gives no indication the product is going to give the benefits it advertises.  There are no specifics or results, just someone saying so-and-so is a good guy.

Video testimonials are the way to go!

You might have noticed that videos are on the rise. More and more people are chucking their dialup connection for broadband. Which means you can put video testimonials on your site, which are a lot more effective than regular ones.

Why is this? People can see and hear the customer. They know it’s a real person, not some Photoshopped image or stock photo that’s fake. The more they know the person is real, the more the potential customer will believe the testimonial.

Thus boosting your social proof.

So take a look at your last promotion and ask yourself, “Did I put enough social proof in this piece?” Chances are your conversions were low if you didn’t put any there.

But next time make sure you have a preponderance of proof on your marketing piece.  It will boost your believability, and your sales.

Keep selling!


Sean McPheat

Internet Marketing Academy

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