Writing sales letters without testimonials

25 replies
I have written an ebook that I want to sell. I have written a couple of free ebooks also. I am fairly new to Internet marketing so do not have any testimonials. How can I write a credible sales letter without testimonials?

I would appreciate any advice you could offer me.

Thanks
Lorraine
#ebook #letters #sales #testimonials #writing
  • Profile picture of the author lambdaevan
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    • Profile picture of the author Lorraine2
      Thank you. As I wont be able to offer proof of income as they will only have reviewed it would it still work? What's LP's?
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  • Profile picture of the author James Foster
    First off, don't make crazy income claims that require a lot of proof.

    Then show them some "results in advance" tell them how to do something cool so they know you're the real deal.

    Finally, make the offer so irresistible they don't care you have no proof.
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  • Profile picture of the author scrofford
    What does proof of income have to do with testimonials? Testimonials are used to help people to feel secure in their purchase. Proof of income is all hype in my opinion. Not to mention, you never know when someone is lying about showing their proof of income.

    You can use testimonials without using any kind of proof of income. As a matter of fact, there are some guru's who don't even bother using testimonials. With the recent FTC changes, you might want to think twice about using them.
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    • Profile picture of the author Lorraine2
      Thanks Scrofford. It always seems that marketers have lots of screen shots showing money pouring in. Luckily my product isn't about that and may be considered quite boring as it does not make wild claims.
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      • Profile picture of the author magicmarcus
        tell your story from your point of view... take them thru the hard times, the good times, the struggles, and how you came out on top.

        a good story will outsell the best "sales letter" any day of the week.

        be honest and up front... tell them what it has done for you and why you are writing it. also... why you are selling it.
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        • Profile picture of the author Lorraine2
          Thanks, I had planned to write this but thought I needed much more. I think my anxiety as its my first sales letter is making it worse
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  • Profile picture of the author Andrew Gould
    Originally Posted by Lorraine2 View Post

    I have written an ebook that I want to sell. I have written a couple of free ebooks also. I am fairly new to Internet marketing so do not have any testimonials. How can I write a credible sales letter without testimonials?
    Testimonials help build the proof and credibility of both yourself and your offer. So if you have none (or poor quality ones from John Does) you need to make sure the rest of the copy compensates. Some suggestions:

    1. Be specific with all of your claims, e.g. don't say I made a lot of money this month, say I made $7,361 in the last 29 days.

    2. Offer a strong reason for everything you say - Why is your product the best? Why should I listen to you? Etc.

    3. Use a powerful guarantee - Make sure the reader knows that you back your product 100% and if they're not completely satisfied with it then you don't want their money.

    As well as using the above tips I'd also do what the other poster suggested; give some review copies away to get some testimonials. But be aware that you'll probably only get 50% or less of people actually come back to you with a review.

    Hope this helps, if you need more just ask.
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    Andrew Gould

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    • Profile picture of the author scrofford
      Originally Posted by Andrew Gould View Post

      Testimonials help build the proof and credibility of both yourself and your offer. So if you have none (or poor quality ones from John Does) you need to make sure the rest of the copy compensates. Some suggestions:

      1. Be specific with all of your claims, e.g. don't say I made a lot of money this month, say I made $7,361 in the last 29 days.
      The only problem with saying this is according to the FTC rules, you have to be able to prove that this is what most people would make. You can't give hard numbers anymore unless you are able to prove without a shadow of a doubt that it would be what the normal income bracket would be with the system.
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      • Profile picture of the author Andrew Gould
        Originally Posted by scrofford View Post

        The only problem with saying this is according to the FTC rules, you have to be able to prove that this is what most people would make. You can't give hard numbers anymore unless you are able to prove without a shadow of a doubt that it would be what the normal income bracket would be with the system.
        As far as I'm aware that doesn't apply to your own income claim.

        It only applies when you are stating what users of your product can expect to earn, so you can't make "I guarantee you'll earn $500 a day" type statements. And similarly they don't like you posting testimonials with income claims.

        But keeping all that in mind, you still want to use specifics over generalities whenever possible.

        I think it's about time I made a serious study of all these business strangling regulations...
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        Andrew Gould

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        • Profile picture of the author scrofford
          Originally Posted by Andrew Gould View Post

          As far as I'm aware that doesn't apply to your own income claim.

          It only applies when you are stating what users of your product can expect to earn, so you can't make "I guarantee you'll earn $500 a day" type statements. And similarly they don't like you posting testimonials with income claims.

          But keeping all that in mind, you still want to use specifics over generalities whenever possible.

          I think it's about time I made a serious study of all these business strangling regulations...
          Hey Andrew I agree, I just know that the FTC has never been real clear about a lot of what they have changed. Making income claims still might not be a good idea if you could use another way. I just would avoid it altogether if possible, that way it keeps you out of trouble. That's just me though.
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        • Profile picture of the author steve m
          Originally Posted by Andrew Gould View Post

          As far as I'm aware that doesn't apply to your own income claim.

          It only applies when you are stating what users of your product can expect to earn, so you can't make "I guarantee you'll earn $500 a day" type statements. And similarly they don't like you posting testimonials with income claims.

          But keeping all that in mind, you still want to use specifics over generalities whenever possible.

          I think it's about time I made a serious study of all these business strangling regulations...

          This is correct. You can not state that anyone will make any amount of money. Although you are 100% to state what you have made.

          So the following;

          I will show you how you can make $7,994.67 in 29 days or less...!

          Would not be allowed, but this would be allowed:

          I'll show you exactly how I made $7,994.67 in the last 29 days.

          So long as its you and not them, then you are ok

          Steve
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        • Profile picture of the author Lorraine2
          I would be interested in the outcome of your study
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      • Profile picture of the author Lorraine2
        Scrofford I am going to take your advice and stay away from numbers, whoch could only really be predictions anyway.
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    • Profile picture of the author Lorraine2
      Thanks Andrew, all of the responses have been very helpful in gaining clarity about what I want to put in my sales letter. i will add in your suggestions to my letter.
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  • Profile picture of the author iSoftware
    You can answer your own question by doing this:
    1) visit the sales pages of some of the best copywriters on the planet
    2) see how many DON'T have testimonials
    3) alternatively, see HOW MANY they have...

    As an example, John Carlton is widely regarded as one of the best in the business. Check out the following sales page for one of his products (So far I count about 15+ testimonials on simplewritingsystem.com)
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    • Profile picture of the author Lorraine2
      Hi Monkeykws, I visited the sales page thanks. Helped to put my product into prospective. I doubt that I will need as much copy as he has. Useful to read and has given me some ideas
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  • Profile picture of the author Lorraine2
    Thank You James. My product is not about making claims, more about the different kinds of opportunities available to make money online. I appreciate the suggestion about making the offer irresistible. I will get working on it.
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  • Profile picture of the author magicmarcus
    just ask yourself... if you write it and it is terrible... who cares?

    you can always re do it... and to be honest most of my first drafts suck anyway and ive been at this 10 years...

    no anxiety... put on your favorite music and start writing whatever comes to mind... tell your story
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    • Profile picture of the author Lorraine2
      Thanks magicmarcus, I like your idea about the music.....got to find something inspirational
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  • Profile picture of the author Paul Hancox
    Hi Lorraine

    Originally Posted by Lorraine2 View Post

    I have written an ebook that I want to sell. I have written a couple of free ebooks also. I am fairly new to Internet marketing so do not have any testimonials. How can I write a credible sales letter without testimonials?
    I have a better question you could ask:

    How do I get testimonials?

    The answer is simple. Give away a limited number of copies to a selected group of people, in exchange for their reviews.

    Then post those reviews (assuming you get their permission) in a "What Others Are Saying About This..." section of your sales letter.

    As long as you don't call them "testimonials" (because these people didn't actually PAY for the report), you should be OK.

    Personally, I don't know why anyone would use the word "testimonials" on a sales letter... half your visitors probably don't know what the word means

    But they DO understand when you say, "Here's What OTHERS Are Saying About This..."

    To your potential customers, speak the language of your customers, not the language of marketers.
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    • Profile picture of the author Terry Hatfield
      Just go to a forum that is in your niche and give away a few copies for free in exchange for a testimonial.

      Then you will have testimonials for your sales letter.
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      • Profile picture of the author Lorraine2
        Thanks Terry, Love this forum I have have been given so many good ideas
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        • Profile picture of the author oneplusone
          It isn't written in stone that you need testimonials before you can get going.

          I monitor my numbers carefully, and while using testimonials does show an increase in the overall conversion rate, it is not as significant as most people think.

          Ideally you should have them, but don't think you can't succeed if you leave them out initially.

          From my tests having an Add To Cart button instead of a Buy Now button is far more influential on the conversion rate, believe it or not.

          I'm not saying things will be the same in every market, but it is easy to make assumptions that things like testimonials are more important to your success than they actually are.
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          'If you hear a voice within you say "you cannot paint," then by all means paint and that voice will be silenced.' Vincent Van Gogh.
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          • Profile picture of the author Lorraine2
            All of the advice I have received including yours has been a great help.

            Thanks Lorraine
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    • Profile picture of the author Lorraine2
      Appreciate your advice. My inexperience in writing sales letters led me to think I needed testimonials as social proof. The advice I have been given on this forum is much more practical and makes a lot of sense.
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