What's The Best Way To Use Testimonials

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Our local marketing mastermind group has an ongoing debate on the best ways to use the testimonials we get.

One side says to group them in one section and the other side says to spread them through out the sales piece. We all agree the Warrior forum will be the tie breaker. We bet a lobster dinner for the winning side. Any thoughts?
#copywriting #testimonials
  • Best way to use testimonials is spread to one side of the sales piece for along form on the Internet.

    Reason being you want to keep the reader sliding down the piece.

    To preempt objections, use the testimonials that answer them.

    Take out the biggest "wow" of them and make it a headline to the testimonials.
    You can use bolding, italicized and coloring also to make key points stand out.

    So to your answer, yes spread them out for the most impact.

    Place one or more at point of possible objection.

    These objections could be a bold claim, unknown author to the reader, results hard to believe, would it work for "my situation?", price seems high, is there support?

    Having someone else come along and put the reader at ease right at those points is very powerful.

    Best,
    Ewen
    • [2] replies
    • Hi Niche Man,

      Yes, Ewen is correct, spinkle them throughout the narrative.

      You must always provide proof at every stage of the sales process.

      And there's no better way than with third party social proof in the form of testimonials. So emphasize the part of the testimonial that best answers the current objection by putting a headline over each testimonial, either a verbatim quote from the testimonial or a precis of what the author said.

      Warmest regards,


      Paul
    • Thanks for your tips, we'll make your suggestions a part of our split-testing on our next promotion. Good points.
      • [1] reply
  • Ewen & Paul offer good points.
    I would like to add the following:
    - Testimonials signed 'J.W. , Washington ', Sally K, Palm Springs, etc.' are pretty much worthless. Strive to get permission to use FULL names along with the city/state they live in.

    Far better than that is to get permission to use one of their email addresses as well. You would think they would get contacted a lot but in fact it is RARE (if ever).

    Another step up from there is to attract testimonials via phone (record the audio) or video and post those on your site.

    Collecting viable testimonials offers a HUGE opportunity to (essentially) have your products 'pre-sold' by others (and what others say about your products FAR exceeds the credibility of what you say about them).

    Just make sure they're legit and you can prove it.

    Good Luck,
    s2s
  • Do people even believe testimonials any more?
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    What's The Best Way To Use Testimonials

    Our local marketing mastermind group has an ongoing debate on the best ways to use the testimonials we get. One side says to group them in one section and the other side says to spread them through out the sales piece. We all agree the Warrior forum will be the tie breaker. We bet a lobster dinner for the winning side. Any thoughts?