Outrageous Testimonials Rule
Copyright (c) 2006 Audrey Burton
The other day I was giving a talk on sales, and a
hypnotherapist asked me how to "convince" visitors to her
website to trust her, and call her.
One way to do this is by having other people (3rd parties)
tell the visitor how incredible she is. These statements
are called testimonials, and are one of the most powerful
components of an effective marketing message.
Thanks to technology, you can pepper your website with
testimonials in several formats: 1. Written 2. Audio 3.
If you are not currently using testimonials, start with
easy ones. Email your best clients and ask them to write a
testimonial for you. This is often difficult for the
client, as they don't always know how to put their feelings
concisely into a powerful statement. They want to, but
they need your guidance.
You can write it for them and ask them to simply edit it –
most people really appreciate this as it saves them time.
This is NOT the time to be shy or humble!! Write it from
their perspective and really rave about how great you and
your product are, and the dramatic results. Be shameless
The more outrageous you are, the more likely you are to
provoke that critical emotional connection, causing the
reader to connect with your message and make a purchase.
You can also give the client a list of questions to answer
to help them create their own testimonial. Be very
specific and benefits oriented. Remember the point of this
work – to motivate a visitor to keep reading, to ask for
more information from you, to make a purchase. The
testimonial, while about the past client, really needs to
address the wants and needs of the prospect!
Here's an example from an attendee of my most recent group
"I think you are great and really know your stuff! I also
know that it's up to the person to take your information
and do something with it! And you provide that information
very personally, clearly, and motivationally!"
Heather Dubin, Certified Permanent Makeup Artist Tarzana, CA
Audio and video clips from your clients can also really
speed up the relationship-building process. They are a
little more technically challenging, but most web
developers can easily do this for you.
You can put written testimonials in your written content on
your site, as well as grouped together on one page. You
can put them on your home page, too, but if you plan to
include audio and/or video testimonials, the home page is a
fabulous place for those.
I also recommend putting the clients' pictures, full names
and geographic locations with some of the better
testimonials, so the visitor can really identify with them.
Separating these from the rest of the text by putting them
in a box draws more attention to them. Scroll down about
half way to see an example here:
I recently added two very lengthy testimonials to my main
site as Case Studies. Go to my site, to the case studies
page in coaching to see them. These statements give me the
opportunity to showcase more about the process of what I do
in greater detail, further deepening my relationships with
my visitors. It also provides my clients the opportunity
to expose their businesses in another location on the web.
As you can see, there are several options in using
testimonials, but one thing on which all the marketing
experts agree – testimonials are extremely effective!
Let me know if I can help you with yours.
About the Author:
Audrey Burton is a practical Small Business Coach. She
eliminates business/marketing overwhelm and gets you
excited to work on your business again! To sign up for her
free, monthly email newsletter, visit her site: