Best Site To Watch Football World Cup Online Are Your Sales Letter Testimonials HURTING Your Sales?

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Are Your Sales Letter Testimonials HURTING Your Sales?

If you want to write amazing sales copy and be considered a leader in your market, then you need people to believe your claims.

If not?

They won’t buy.

Simple.

Now, there are several ways you can include proof in your business letter.

For example, you might talk about some authority figure who discovers something new, such as a doctor who finds an herb that helps stroke patients recover faster.

Or you can talk about the tests you put your product through that show its quality. David Ogilvy’s ‘Rolls-Royce’ ad did it perfectly.

(I’ll put the link below for you to read. It’s bullet points 2 and 6 that show this “proof by testing” in action.)

However, there are plenty of other ways to include proof in a business letter.

But the one we will talk about here is the most common one – testimonials.

Now listen to:

Reversals are stronger than Hulk Hogan’s punch when done right…

But when to make a mistake?

Then they are as weak as England’s World Cup football team. (I still live in hope every four years, though – silly!)

So what makes a strong testimony and what makes a weak one? Surely any testimonial is good, right?

Poorly.

Here’s the thing:

You live in the age of the Internet. And the amount of crap online is enough to make the streets of medieval London smell like a bed of roses.

So when people read your testimonials, they will be skeptical.

And that skepticism turns to disbelief when they read testimonials like this one:

“Mick’s heart health supplement changed my life! I am so grateful! I highly recommend!” – Jane, 59

So why don’t people believe it?

1) It’s too vague

When it comes to testimonials, the fogginess of your clients is as harmful to you as Kryptonite is to Superman.

It can really kill all faith.

Instead, ask your clients to be specific. Ask them to share a real benefit they get from your product.

Now imagine that Jane said this:

“Mick’s fireplace health supplement changed my life as I was still recovering from a heart attack I had 2 years ago.

I couldn’t enjoy life. Just walking up the stairs made me gasp for breath. Going to shops and breathing hard in front of people was embarrassing. I knew people were looking at me and thinking, “Wow, I never want to be like her. She really had to let go.

And of course I was always afraid that I would have another heart attack and not survive it.

It freaked me out.

Now I have to admit:

I was skeptical about using this supplement. I was worried that Mick was trying to cheat me by putting sugar (or something much worse) in these pills. Plus the doctors told me that statins were the only thing I should be taking. And it’s hard to ignore the doctor, isn’t it?

Even though it couldn’t be worse and the statins weren’t helping. So even though I was nervous, I took the supplement.

And what has happened since then has amazed me…

My blood pressure dropped from 160/100 mmHg to 127/86 mmHG and my total cholesterol dropped from 6mmol/L to 4mmol/L. I have found that everyday tasks in life are much easier with this drop. Now I can walk for an hour without getting bloated. I even go to the gym!

So no more awkward shopping trips and breathless…

And no more fear that I have another heart attack waiting just around the corner.

Mick’s supplement was amazing and I highly recommend it to anyone who has had heart problems.”

So which one is stronger?

Which one will convince people that Mick’s heart health supplement is as life-changing for them as introducing porn to monks and nuns?

The other one.

It’s not even close.

And the fact that Jane is so specific here (both in terms of how she felt and in terms of the actual numbers of her readings) makes this testimony seem that much more believable.

Anyway, let’s move on to the second reason why the first report card is horse manure.

2) Saying it’s from “Jane, 52” is about as believable as the “flat earth” conspiracy

How often do you see testimonials end with just your first name and age?

How often.

And they suck. At the end of the day, anyone can write a fake sentence and stick a random name on the end.

Instead, you need to do the following:

* Use full name…

* Use a photo of… (Ideally they are holding/using your product.)

* Say where they’re from… (The more specific the better. “England” won’t cut it. “Manchester, England” is better. If you want it even stronger, add her village. And if you don’t mind, you can even use their real address .)

And by the way, make sure any references and photos you use really represent your target market.

If 80% of your buyers are women aged 40-60, then 80% of your reviews must be too.

I have it?

Good.

To scroll.

3) There is no emotional story behind it

Look:

Stories sell.

Why? Because people connect to stories better than anything else.

Think about it:

How did religion become so popular? Through stories and parables. If the Bible said “love your neighbor” people wouldn’t even look at it.

But because it tells the story of the Good Samaritan, Christians know that they need to love their “neighbor.”

And it’s the same with reviews.

If your testimonials basically say “Barry is awesome!” then anyone who reads your sales letter will just look at it.

In other words, it’s crap. And they won’t remember it.

Instead, check out the other “Jane” testimonial I wrote.

Do you see the story there?

Notice how it starts at the point BEFORE Jane tried Mick’s heart health supplement? And notice how it emphasizes how Jane felt and how she tried.

He then talks about Jane’s skepticism.

Why?

Because your prospects will be skeptical at this exact point. So mentioning it makes anyone 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.”

Anyway, if you take all this advice and apply it to your own testimonials, then your sales letter (or anywhere else you put testimonials) will be a heck of a lot stronger and knock your actual results out of the park.

And the answer to my initial question:

“Are your testimonials hurting your sales?”

Honestly?

If you are using the typical single layer ones then I believe they could be.

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