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Are Your Sales Letter Testimonials HURTING Your Sales?
If you want to write amazing sales copy and be seen as a leader in your market, you need people to believe your claims.
What if they don’t?
They won’t buy.
Now, there are a few ways you can put evidence in your sales letter.
For example, you might talk about an authority figure discovering something new, such as a doctor finding an herb to help stroke patients recover faster.
Or you can talk about the tests you’ve put your product through, which demonstrate its quality. David Ogilvy’s “Rolls-Royce” ad did this perfectly.
(I’ll put the link below so you can read it. It’s bullet numbers 2 and 6 that show this “proof-by-experiment” in action.)
However, there are many other ways to include evidence in your sales letter.
But what we are going to talk about here is the most common one – testimonials
Testimonials are more powerful than a Hulk Hogan punch when done right…
But when has it gone wrong?
Then they are as weak as the England football team in the World Cup. (I still live in hope every four years, though – stupidly!)
So what makes a strong testimonial and what makes a weak one? Surely any testimonial is good, right?
Here’s the thing:
You live in the internet age. And the amount of bullshit online is enough to make the streets of London smell like a bed of roses in medieval times.
So when people read your testimonials, they will be skeptical.
And that skepticism turns to disbelief when they read a testimonial like this:
“Mick’s heart health supplements have changed my life! So grateful! Would highly recommend!” – Jane, 59
So why don’t people believe it?
1) It’s too vague
When it comes to testimonials, being vague about your clients is as harmful to you as Kryptonite is to Superman.
It really can kill all faith.
Instead, let your clients be specific. They share a real-life benefit from your product.
Now imagine if Jane said this:
“Mick’s heart health supplements have changed my life as I am still recovering from a heart attack 2 years ago.
I could not enjoy life. I was panting as I walked up the stairs. Going to the store and breathing heavily in front of people was embarrassing. I knew people were looking at me and thinking “Wow, I’d never want to be like her. She must have let herself go.”
And, of course, I was always afraid of having another heart attack and not surviving it.
It terrified me.
Now, I have to admit:
I was skeptical about taking this supplement. I was worried that Mick was trying to scam me by putting sugar (or something worse) in these pills. Also, the doctors were telling me that statins were the only thing I should be taking. And it’s hard to ignore the doctor, right?
Things couldn’t get any worse though, and the statins weren’t helping. So, even though I was nervous, I took the supplement.
And what happened since then surprised me…
My blood pressure dropped from 160/100mmHg to 127/86mmHG and my total cholesterol dropped from 6mmol/L to 4mmol/L. With this drop, I find the daily tasks of life much easier. I can now walk for an hour without a rash. I even go to the gym!
So no more embarrassing walking around the store choking…
And no longer panicking I had another heart attack waiting just around the corner.
Mick’s supplement was amazing and I highly recommend it to anyone with heart problems.”
So which is stronger?
What could convince people that Mick’s heart health supplement was going to be as life-changing for them as the introduction of porn was to monks and nuns?
It’s not even close.
And the fact that Jane is so specific here (both in terms of how she felt and the actual statistics of her reading) makes this testimonial all the more believable.
Anyway, let’s move on to the second reason why the first testimonial is horse dung.
2) It is just as believable as the “flat earth” conspiracy told by “Jane, 52”.
How often do you see testimonials ending with just a first name and age?
way too often.
And they suck. At the end of the day, anyone can write a fake sentence and stick a random name at the end.
So, instead, you need to do the following:
* Use a full name…
* Use a photo… (Ideally of them holding/using your product.)
* Say where they’re from… (The more specific the better. “England” won’t cut it. “Manchester, England” is fine. Add his village if you want it stronger. And, if they don’t. Something (Never mind, you can even use their real address.)
And by the way, make sure any testimonials and photos you use actually represent your target market.
If 80% of your buyers are women between the ages of 40-60, then 80% of your testimonials need to be as well.
3) No emotional story behind it
Why? Because people connect with stories better than anything else.
How did religion become so popular? Through stories and parables. If the Bible just said “love your neighbor”, people wouldn’t give it a second look.
Yet as it tells the story of the Good Samaritan, Christians know that they must love their “neighbor.”
And it’s the same with testimonials.
If your testimonial basically just says “Barry is amazing!”, then anyone reading your sales letter will just skim over it.
In other words, it’s bullshit. And they won’t mind it.
Instead, check out the second “Jane” testimonial I wrote.
Will you see the story there?
Notice how it all starts before you try Jane Meek’s heart health supplement? And notice how it emphasizes how Jane was feeling and her struggle.
Then, it talks about Jane’s skepticism.
Because your chances are going to be doubtful at this exact time. So, by mentioning it, it makes someone else reading your sales letter think, “Well, Jane took a leap of faith and look how it worked for her; I should do the same.”
However, if you take all of this advice on board and use it in your own testimonials, your sales letter (or wherever you’re putting the testimonials) is going to be a hell-of-a-lot stronger, hurting your current results. outside the park
And in answer to my initial question:
“Are Your Testimonials Hurting Your Sales?”
If you use those simple one-liners, I believe they can be good.
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