Sales Copy that Sells like Crazy - How to Write Compelling Sales Letter and Copywriting for the Web by Angie T. Lee

Author:Angie T. Lee
Language: eng
Format: epub
Publisher: Angie T. Lee

Testimonials

“Social proof”- the belief that the actions of other people indicate correct behavior in a given situation - is a well-documented motivator of people who feel unsure of a decision they face. Prospective buyers often seek the collective wisdom of other customers. Testimonials provide potential customers with social proof that other people faced their same problems and successfully used your product as a solution.

Give at Least 5 Success Stories

Your readers want to know that other people have purchased your product and benefited because of it. Use testimonials as proof.

Getting testimonials may be difficult at first, but it’s a vital part of creating credibility and motivating potential customers to take action. I like to get my first testimonials from readers I have given my book to for free. Then, after product launch, I contact purchasing customers approximately 7 to 10 days after their purchase and ask for their opinion of the book. It helps to provide them with sample testimonials, so they can see the basics of how to give one, and ask if they are willing to provide a testimonial of their own. Aim for at least 5 solid testimonials on your landing page.

Top X Stories for Current Month

If your niche has new stories on an ongoing basis, and you’re collecting new testimonials regularly, showcase that ongoing success with a headline such as you see above. You may even be able to list a new set of 5-10 customer success stories every month. If a reader returns to your site 3 weeks or so after an initial visit, he/she will see that multiple new testimonials are displayed. That sends a powerful message that your product is continuing to attract a LOT of happy customers.

Link to Order Page between Stories

Use your testimonials to their greatest advantage by placing order links between them as appropriate. You may not necessarily need an order link between each testimonial in a string of 5, but place one between every 2-3 or so to give readers the option to buy. Many times, the social proof of testimonials provides just enough convincing to put turn potential customers into actual customers. Order links make it easy for them to take that plunge.

FCC Guidelines for Testimonials

A discussion of testimonials would be incomplete without mention of the rules that govern them. The FCC has created some relatively new regulations that require – reasonably enough - all website testimonials to be real and truthful. In support of that, the FCC requires you to keep a contact list of your testimonial providers.

Additionally, if you have given a testimonial-writer the book or other product for free, you must disclose that fact. Lastly, if the testimonial includes results that are non-typical (a person who lost 100 pounds by reading a weight loss book), you need to explicitly state that the result are non-typical.

Audio, Video and Images

Effective testimonial use involves more than simply posting short blurbs of your customer’s successes. Reinforce the theme of success with credibility laden media. Despite increased FCC regulation and requirements, many people have a natural distrust of you as a sales person.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.