Danger, Testimonials!

January 10th, 2009 | Posted in Advertising, affiliate marketing, Design, Landing Page, Making money, Marketing, Sales Pages, Websites | Comments Off

Testimonials are often a staple of sales pages dating back to direct mail snail-mail campaigns however they are honestly of very limited value. They typically talk about how the product in question has changed their life and now they’re taking vacations in las vegas or the Bahamas, all in a private Learjet of course.

A lot of people, myself among them, very often have a hard time trusting testimonials. Largely because a great many people wouldn’t ever consider giving one, especially if it meant including a picture. This thought continues to question why would anyone else give one?

Another reason testimonials are of questionable value is because they’re so obviously hand picked to support the idea that the product is the best thing since sliced bread. Granted you want to promote that idea, but customers aren’t stupid, many can see through those testimonials and doubt how real they are. Obviously doubt is something that you DON’T want to cultivate in a customer, therefore testimonials should be used sparingly and with caution.

Testimonials can be useful if (and really, only if) your visitor wants to see them. Therefore if you absolutely feel that it’s essential to include them, keep them toward the bottom of the page and make sure that each one is accompanied by links that let the reader skip to the sales section without reading any more.

Remember, more than anything else, your potential customers want to hear about how your product will help em. How it helped someone else is usually not nearly as interesting to them unless it’s a brief story that connects to one or more of your benefit points that you will have covered already.

Technorati Tags: benefits, marketing, doubt, copywriting, focus, landing page design, landing pages, testimonials, copywriting skill, sales copy

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