To sell effectively and ensure optimal results you must implement the six pillars of persuasion that Robert Cialdini had pioneered.
In this article, I’m going to focus on one of those pillars: social proof. And more precisely, testimonials.
You’ll find out:
- Why testimonials matter and how most entrepreneurs and marketers use them.
- 3 Easy steps to increase conversions using testimonials.
- The “worthiness-test” to instantly know if a testimonial is worth using
Plus much, much, more!
Let’s dive in!
Why Testimonials Matter And How Most Entrepreneurs & Marketers Use Them:
When making a buying decision, we seek validation from our peers.
Our brain tries to find evidence that the decision we’re about to make is the right one and that we’re not gonna regret it.
Problem is…
“All testimonials were not created equal”
So as an entrepreneur, marketer, or copywriter, you have to be very picky with the testimonials you use in your marketing. You can’t just all and/or any testimonials you receive.
And to ensure your testimonials do accomplish their persuasive endeavor to the highest standard, here are 3 EASY steps you can implement right NOW to boost your conversions.
3 EASY Steps to Increase Conversions Using Testimonials:
1. Choose the right format/type:
It’s better to have 3 believable, product-praising testimonials than 20 generic, worthless ones.
Generally speaking, there are 3 types of testimonials:
a. Short & Generic:
I could say these are straight-up worthless. But I’ll just say they are the most ineffective.
Here’s an example:
“Great product . Highly recommend it”.
It gives ZERO information about who the person is. What they struggling with and what makes the product so great.
There is a quick worthiness test you can apply to your testimonials:
“If you swapped your name with your competitor’s name, would it make a difference?”
This type of testimonials should be your last resort. Use them only if they’re the only ones you have.
b. Long & Detailed:
These are the second-best.
They tend to be longer in format. They contain a lot of information, and they are pretty specific.
There is only one caveat you should be aware of: they need a LOT of editing (This is not legal advice. Make sure you have permission to do so.)
More often than not, your clients won’t be professional writers.
So their testimonials will be crammed with filler words, redundancy, and irrelevant details.
Usually, you’d be able to cut the length of such testimonials by at least 30%.
c. Story-based:
These are the absolute best, most effective testimonials.
Your customers give their testimonials in a story format:
“I was struggling with X for Y years, and then THIS happened. Then I discovered your product and my life has been transformed and now I’m able to _______”
This type of testimonial is the most effective because stories are the most authentic and persuasive sales weapons. They sell without selling.
2. Variety of clients
Make sure your testimonials are varied in multiple aspects: customers’ backgrounds, gender, race, location, traits, skills…etc
For example, let’s say you have a biz opp offer…
… and all the testimonials you’re using are a bunch of single youngsters and high-school dropouts.
Unless you do NOT want to sell to the 37-year old dad looking for another source of income, you SHOULD have testimonials that represent that category of people.
Another example would be selling software as a service.
If you’re only using young people’s testimonials, it’s unhelpful to sell to the older demographic because they’d think “oh these kids are tech-savvy and I’m not”.
Last example: If you’re selling an info product worldwide then you’re testimonials have to be worldwide as well.
If someone is based in Spain and all your testimonials are from Americans then that person is less likely to be persuaded by them. Compared to when he sees a testimonial from another Spanish person or at least European.
3. Using full names locations and titles
This might be tough to implement. But if you can get permission to use full names and locations in your testimonials. The credibility of your testimonial will go through the roof.
This is especially true in the B2B market.
Let’s compare two sign-offs.
- Paul L.
- Paul Leroi, CEO of ForExample LLC, Tampa Florida.
Which one has more credibility?
Conclusion
To sum up, keep in mind that all testimonials were not created equal.
So be picky with the ones you use in your marketing. Make sure there is a variety in your testimonials. And when you can, use real names and locations to lock in credibility.
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