Are many testimonials fake?

[JMSD]

Originally Posted by FaJeeb

I'd go as far to say that 99.9% of everyone who has Anything to sell uses fake testimonials and/or paid actors. This of course, does not mean it's "right."

That's rather a sweeping generalising. Although I don't doubt that a great number of testimonials are genuine, I, personally, don't take the least notice of them.

I have spent thousands upon thousands of dollars (I'm a marketer's dream customer) but I have not read a single testimonial or listened/viewed the audio or video testimonials, respectively either, even when I've been checking out products on Jeff Walker's own site (sorry Jeff) although the latter two types of testimonials have more credibility. I do a quick scroll down, passed the last testimonial on any sales site.

I've reluctantly used only two on mine which, by the way, are genuine but then I'd say that, wouldn't I and I would not blame anyone for doubting my word because I'm still an unknown online marketer although I have over two decades of specialist experience in my discipline in the bricks and mortar businesses I've run and have a file full of comments from attendees (from junior executives to CEO's of leading companies) who were kind enough to give me glowing feedback after each seminar.

I have another two product sites where I offer no testamonials at all and invite people who expect to see any to leave my site if they are not prepared to use their own judgement.

Arrogant? Perhaps. But then I won't risk getting the FTC (new guidelines) on my tail to prove that any testimonials that I do provide on site is genuine should some competitor maliciously plant any suspicions.

I believe visitors to my site should take responsibility for their actions and should be able to judge for themselves whether or not the product or service I'm selling to them is going to be of benefit to them. What one person may choose to say about my product (in a testimonial) does not necessarily mean that another will have the same result. There are too many variables for those comments to be of any real value.

I appreciate that online marketing has inherent risks for prospective customers but when one offers a 30-day or even 60-day money back guarantee, particularly when using Clickbank or even a merchant account, there's no risk to the customer. They either get value for money or their money back.

I'm so glad to see one Warrior prove my point. It srengthens my resolve to go down that route rather than take up valuable time collating and uploading videos and audios and typing up endless text testimonials.

James

[manfred11]

testimonials are good though if you begin to fake them now you may be inclined to cheat a lot in your business which may shorten its life span abruptly and will continue to be part of your life.give few copies out for free and then they can make and honest review,you can then take it from there

[scarpet1]

I believe the FTC has been working on this issue for a while. Fake testimonials? I am surprised you even ask if it is right.

[scarpet1]

Are Many Testimonials Fake? Are many products given out for free and then testimonials submitted? What is a fake Testi? Is it a testimonial that you have used something when you haven't? How many testimonials have friends given friends stuff without even looking at it. I think this forum is pretty good because so many real testimonials are created in the WSO section. I think that is kinda what the WSOstarted out to be---a testimonial generator for the product and initial feedback.

[CDarklock]

Originally Posted by scarpet1

What is a fake Testi?

It's when I have a product on backlinking, and I stick in my sales letter:

"This is an awesome product! I learned so much, it's amazing. Caliban Darklock is an awesome writer with massive genitalia who is probably smarter than Einstein. - Sally Jackson"

Except there is no Sally Jackson. I made her up, and wrote the testimonial myself. Maybe I stick a stock photo on the page and pretend it's her picture.

[llamafier]

Originally Posted by eddane

I don't like using testimonial like on sales letters. It's meaningless because they can be made up so easily.

Consumers are very sophisticated and see through them.

Ed

I feel this way too when I see a testimonial. It makes me think that they could not possibly trick anyone, but I'm not really sure if that is true.

[Steve Peters Benn]

I don't always use testimonials because the product usually sells out so fast anyway. However, if I do require testimonials I approach my platinum member / inner circle and purchasers list and give out review copies.

It seems to work for me, but if you don't have testimonials, go ahead without them - far better than procrastinating.

[mghowell]

Great testimonials should be real. If you need testimonials I would recommend a customer survey to find out what they think about your product

[James Sorelly]

Right! Testimonials are extremely important!

Originally Posted by David Babineau

NEVER EVER EVER EVER EVER EVER EVER EVER EVER Make up testimonials. Did I mention Never?

"How important are testimonials to the sales letter?" --> Extremely important. People will believe others a lot more than they will believe you (Social Proof).

You don't need "experts" right now. Why not give away a few copies on a site like this e.g. or on a travel site in exchange for testimonials from real people?

Cheers,
David

[It Should Be Easy]

I would say that testimonials actually hurts since I without thinking about it consider them fake :P

[Prestigio]

I think that one thing you have to consider is the niche of the product, and target audience.

Sure, people who frequent this forum might have a cynical view of the testimonials on salespages, but would Joe Public have such a cynical view?

[superaffiliate007]

Well, you shouldn't say it testimonials...you can say it as reviews which are better nowadays!

Or you can say - beta testers. As testimonials are no longer effective

Also do give free copy to your JV Partner to add more reviews and testimonials.


And don't forget to say thanks to me

[DavidO]

The only "real" testimonial is an unsolicited one from a paying customer.

Giving away copies for so-called independent reviews does not make genuine testimonials. There is a deal going on: I give you a free copy for a (positive) review.

Other fake testimonials are the ones that are generated from a small clique of like-minded people.

On this basis the vast majority of testimonials are fake.

My advice is to wait until customers send you genuine testimonials. In the meantime you can learn to sell without them.

This doesn't have to be hard because testimonials are way over-rated. Videos of visitor behavior from Clicktale show that very few of my visitors even read them. In fact, I'm about to take an axe to my testimonial section. I'll cut them down to quick "soundbites" and pepper them around the copy.

Try selling your ebook without testimonials until you get real ones. One way you can do this is to use expert quotations that support your product or offer (but that don't mention them specifically). With a little skill you can work these into your copy in a way that supports your product by implication.

If your product is good it won't be long until you get genuine testimonials. If you don't, it may mean you need to rethink your product or offer.

As a last resort to get the product moving you can do an "introductory offer" that's almost impossible to resist. As long as it comes from a paying customer (even if only $1) and it's unsolicited it's a good tesimonial.

[PPV Affiliate]

I used to consult for one of the better known information marketing courses out there and I can say that the testimonials they used were not exactly truthful. It was kind of disappointing to learn actually. When I made my own product I decided to not use any testimonials.

[KathleenHobbins]

I never read testimonials.

But, as others have said, it's very easy to get legitimate ones. If you have a site, invite people to check out your book pre-publication for the cost of a testimonial. If you have a list, do the same. If you don't have either, post your request on this forum.

You don't need expert book reviewers or experts in your field. You just want intelligent readers.

I'll do it if you want me to.

[The_Slippery_Pie]

I don't believe most testimonials anymore. They're all so common and similar, I'm led to believe they're not so genuine anymore. I could be wrong though. This is only my personal opinion.

[jrogers24]

I would say that most testimonials are fake in that they are either made up, friends or relatives of the person, or they are quite simply bought. That is not to say that all are, and that is not to say that you shouldnt use some of these methods, "fake it til you make it" and replace the friend testimonials with real ones after you have a solid track record. Many people will give you good word of mouth advertising if you have a good enough product.

[scfc16]

I think a large majority of testimonials are fake. I work as a fulltime copywriter, and it's very common to recieve orders for them !

[Technista]

Originally Posted by Jag82

I agree that testimonials are NOT a "must".

If you can give value + good information within the
sales page, that really helps (I find that Frank Kern
and Eben Pagan are excellent at this).
That said, well-written and specific testimonials will help a lot.
Especially those given by a person who is credible, well known,
and highly trusth-worthy.

Well-constructed social proof can help tip people on the fences
into buyers.
]

I agree with Jag82, there is a lot of persuasive power in social proof. And genuine testimonials can build credibility.

Sadly, I'm not sure that people outside of the IM community can spot a phony testimonial as easily as we can. And even when a testimonial looks "suspect", some will be persuaded by it because they want to justify their interest in buying the product.

[attorneydavid]

I'd say on google places most of the testimonials are fake or either at least requested. I'm an attorney so you can pull volume data on most of my competitors and the guys with alot of testimonials usually make no sense. Also all their testimonials are these 2 paragraph opuses that look like a copywriter wrote them.

[Ken_Caudill]

You don't have to have testimonials. It's entirely possible to sell your book without them. If you're going to use your friends' opinions, simply tell the reader that you gave it to some trusted friends and here's what they had to say.

You could offer an excerpt for download to see if your potential customer agrees.

I think people get too attached to formulas. Plug social proof into paragraph 9 right after at least 8 feature/benefit bullet points.

Oh, and yes, there are a great many fake testimonials out there.

[HotDamnShortSales]

Originally Posted by lenlatimer

If I may quote another famous warrior:

"Yes, a Jedi's strength flows from the Force. But beware of the dark side. Anger, fear, aggression; the dark side of the Force are they. Easily they flow, quick to join you in a fight. If once you start down the dark path, forever will it dominate your destiny, consume you it will.”

I think Integrity wins out. Avoid the dark side (fake testimonials)

May the force be with you!!! love it.

[Fahmod]

In real life, if you're selling, a testimonial would be called a reference. There are many different types:

- Public references
- Contact by phone
- Allow site visits
- Only Name drops
- ...etc.

If you turn this around for an online business, I many times wonder why
testimonials are just so poorly plugged-in, screaming out "I'm a fake testo ..." ...

Why not make options available to contact 'references' to verify in some way?

Of cause that depends on the nature of business, especially since we are talking
about a number game at large amounts of hits etc.

But just something which crossed my mind.

[Flareman]

Whenever people ask about testimonials and how much it impacts sales. I get reminded of the fat loss for idiots website. It breaks all salesletter rules and conventions and doesn't have a single testimonial. Yet it is one of the most successful sales letter and product to date!

[WickedWally]

I've just about finished writing my first ebook. I have built a site/blog and written most of my sales letter. The only people that have seen the book (98% finished) are my friends.

Good job on writing your first ebook!

Now the REAL WORK begins...

(hopefully you did product research before you wrote the book)

I'm not really sure what to do for testimonials. So many out there must be fake, I'm wondering if I should just make some stuff up as well?

Yes. There are many faked testimonials out there. MANY.

There's even one internet marketing gooroo whose initials are R.B. I've got screen captures of his fake testimonials.

It won't be a fun day for him if I decide to release it.

How important are testimonials to the sales letter?

Super dooper important.

My ebook is in the travel niche so it is hard to get "trusted" experts to review my product. I honestly wouldn't know where to start!

Any help would really be appreciated.

Sure buddy.

Go to popular travel blogs;
(And ask the blog owners for a review)

Go to amazon.com look for travel writers;
(Contact them and ask for a review. Most people would say YES.)

Go to forums/discussion groups of avid travellers;
(Get a handful of people to gather around... and say I've just written a book on travelling I would like to get your feedback in exchange I'll give you the book free of charge.)

Once you are done you should have at least 7 to 8 reviews which are honest from people who have your product (and include your friends' reviews as well)...

Then you can go back to the people you approached and ask if they would like to promote your book in exchange for a cut.

Done.... for now.

[BrianMcLeod]

I'm just now finished compiling FORTY PAGES of testimonials for a client.

Yes, 40 pages... all verifiably true and accurate, linked directly to the person
providing the testimonial..

Is having that Proof-A-Palooza gonna make a difference in my ability to
close the sale? ABSO-FRIGGIN-LUTELY.

Never let the seedy underbelly of IM undermine the core principles of
effective selling - and testimonials are ALWAYS going to be an important
part of selling anything.

Can you sell effectively without them? Of course you can, and you will.
Sometimes you have to...

But you'll always wish you had them... because they MATTER.

Best,

Brian

P.S. Obviously, I'm not gonna use 40 pages of testimonials on the sales letter.
This is for a supplemental document that goes out to all opt-ins during
the pre-launch.

[AFI]

Mine are all real and from actual members of this forum. I believe in honesty and customer service are the two most important things in dealing with customers. Without either of those, you are screwed.

[sparckyz]

IMO you just can't trust them. I just don't let them influence my decision either way, but i usually have an idea of whether i want the product or service beforehand anyways.

[LandingMatch]

I never fake testimonials. Sincerity and truth are top values in my opinion. If you will lie to yourself and your customers, I really believe that your abundance will have a major block...

[MarkWidawer]

With the new FTC regulations (New FTC Marketing Guidelines — The Five Things You Must Know | Traffic and Conversion) it's definitely NOT okay to make up testimonials.
It was suggested above to give away your book to people on this forum and ask for testimonials. If you do that, the FTC says you need to disclose that they got the product for free. Not a deal-breaker, but just make sure you do that.
--Mark

p.s. By the way, here's a bit of advice for you. If you want testimonials, SO WHAT! Start now and publish your sales page WITHOUT TESTIMONIALS. Then when you've got some, add them onto the page and split test the results.
Good luck!

[Matt Jutras]

When I was taking on clients as a copywriter, I sometimes had bottom feeders ask me to make up the testimonials.

I always refused...but...

Yes it does happen...

Probably less so with products by well known people, but it's absolutely common with the run-of-the-mill rehashed garbage floating around in the IM world.

[marciayudkin]

With the new FTC regulations (New FTC Marketing Guidelines — The Five Things You Must Know | Traffic and Conversion) it's definitely NOT okay to make up testimonials.

It has always been illegal to make up testimonials. It is false advertising.

And an important point is that the impact of a testimonial very much depends on the industry and the selling environment. As you can see from the comments here, many Warriors are skeptical of testimonials. However, Warriors (and particularly those who post in a copywriting forum) are not typical of the public at large. Within a business-to-business context, it would so obviously be suicidal to make up testimonials that when you see testimonials from people who provide their full name, job title and company name, they are almost always accepted by the intended audience as credible commentary.

Marcia Yudkin

[kimwriter]

Originally Posted by Mark_w

I've just about finished writing my first ebook. I have built a site/blog and written most of my sales letter. The only people that have seen the book (98% finished) are my friends.

I'm not really sure what to do for testimonials. So many out there must be fake, I'm wondering if I should just make some stuff up as well?

How important are testimonials to the sales letter?

My ebook is in the travel niche so it is hard to get "trusted" experts to review my product. I honestly wouldn't know where to start!

Any help would really be appreciated.

Don't make up stuff. Give away a few to respected reviewers (you can find some right here on Warrior) and use those reviews on your site to begin with. Offer a discount to the few buyers in exchange for testimonials and you are good to go...

[atrbiz]

I've seen several listings online in which a male or female model will create a fake youtube review of a product/service.

[Rex.T]

In fact, I would use that as a reason why they should buy NOW...

...since you need some testimonial, what better way than to have it from happy customers, and you're willing to bend over backwards to offer them a huge discount in order for them to try it out, and send you a testimonial after that. After all, what have they got to lose? If there are at all unhappy with your product in any way, they are fully protected by your iron clad money back guarantee.

Once you have enough testimonials, of course you'll pull this offer down, and there'll be no further discounts.

[BBryanB]

Yes they are !! Testimonials represent a real land mine.

I use them, very sparingly and even then, I am not too sure what good they do me.

Making them up is not a good idea, its a slippery slope. where do you stop?

The process of getting legitimate testimonials is helpful in itself, gives you legitimate feedback that is invaluable.

Bryan

[Martin2010]

Yes most of them are which is a shame but if you have these on your sales page then it add a little more respect for what they are selling but in short they are just pulling the wool over your eyes.

[dorothydot]

"Are many testimonials fake?"

NOT ON MY TICKET THEY AREN'T!!!

[CrhisD]

Fake testimonials just aren't worth the time. It's as easy to spot a good person as it is to spot a diamond in a pile of crap. And good people don't (usually) make bad products.