Testimonials are one of the most important things. Sometimes people don’t even read anything that you write, but they’ll usually respond only to what other people are saying about your product. Whether they’re buying something, signing up for something, or whatever, testimonials work very well because they are a third party verification.

When testimonials are done correctly they tend to establish some credibility.  However, if they are done poorly they can do a lot of harm. The biggest thing to focus on is making sure that your testimonials are sincere and genuine sounding.  The best way to ensure this is to get them directly from your customers.

Many times people fake testimonials. Not only is this unethical, but if they are all from the same bad writer they will seem insincere and not believable. This will tarnish your credibility. If you are concerned about asking your customers for testimonials, don’t be. A lot of times your customer would be more than willing to give you some feedback and you can select which ones you would like to use. However, be sure you ask them for permission first.

So if you’re asking for a testimonial for your newsletter, then have people look over your newsletter. Say, “Hey, look, can you give me a testimonial and tell me what you feel about this? How do you like it?” People will email you. You could also bribe people and say, “Hey, listen, if you give me an honest testimonial and tell me how you really feel, I’ll give you this,” and you can give them a free report or something else.

One thing that’s important for you to include is the person’s full name, location and any other information you can come up with, such as a photo (not a stock photo) or a website. You definitely don’t want to use generic titles that come across as phony, but try to be as specific as possible.  For example, if they have a PHD or other certification, you may want to list these as they will add even more credibility to your offer.

Another thing you may want to consider is to only select the comments that are more specific. Choose those that focus and list the benefits they received from having used your product. Comments like, “It was great, I recommend them” are too general. The longer and more specific, the better the testimonial. But do try to keep them to five lines or less.

Overall, I can’t see any reason not to get testimonials. I say, the more the merrier because you can use them on your squeeze pages or anywhere it is going to help you. Not only will it help your conversion rate but overall they bring in greater results. I’ve listed pages of testimonials and it worked like a charm. Testimonials are very important. So, if you’re not using them consider using them as soon as possible. You’ll definitely see greater results.

Best Regards,

Matt Bacak

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