Testimonials are one of the most powerful selling tools that we can use in our online marketing. There are a few things that need to be overcomed to make them even more powerful.
One of the existing problems is that testimonials as used in ad copy are becoming somewhat suspicious because they are known to be hand picked and probably solicited by marketers. This leaves an impression that the testimonial is suspect to influence or reward and may not be able to be trusted. There is a much better way to offer testimonials: user-generated ones. Let users tell the story of what your products or services mean to them.
While these are much more trusted, they are much harder to get. Customers don't care about your testimonial problem and if you bribe them for it, it will get around and again you have the credibility problem. The key here is that people will trust other people far more than you or your marketing department. You must supply them with the opportunity to comment.
Tools such as blogs, forums and emails that are forwarded will offer far more juice to your offerings than any type of list you have on your ad copy.
One way to get people to comment is to have a link to whatever tool you're providing for them to do it right on your front page of the site. Have it tied into your blog or forum.
Second, find out if people are communicating through other means in their complements about your offerings and ask them to go to your blog or forum and comment on it there.
You don't need thousands commenting, but when it becomes active, thousands will read what others have to say. Make sure if you or your employees are posting that it is disclosed. Readers will not trust you if they find out you're secretly posting.
Unless there is the type of language that people will be offended by, keep the negative comments up there also. Surprisingly, customers know the difference between negative people that simply attack, and those that have legitimate concerns.
Having those concerns kept for everyone to see and then openly, honesly responding to them adds trust to your readers. They will respect you for it. User-generated comments are the most powerful testimonials you'll ever get. Make sure it's part of your marketing strategy.
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