So, you’ve made it far enough to have a great headline for your online sales letter and have let your readers know just what’s in it for them. Do you think this is really all you need to actually convert them into a buying customer through?
It is for a few but not for all. Some people are driven by the headline and list of benefits but others will need more convincing. As an online business, your clients have never met you and possibly may have never viewed your site before.
Look back on your own experiences purchasing online. Would you willingly and quickly pay money for a product after only going to the site once? You are probably more willing to buy from a reliable and credible website, such as Amazon, than from a smaller, unknown site. If you can’t trust them, you are less likely to buy.
A great example that everyone can relate to is food. A lot of people are often pretty hesitant to try sushi for the first time. When I did, I didn’t take to it. My friends persuaded me and recommended a great restaurant to go to for sushi. I agreed and now happily go for sushi all the time.
If it weren’t for my friends, I would have still doubted that sushi could actually be good. They were the ones who gave me the nudge I needed to try raw fish again. You need to use this strategy as well in your online sales letter.
In order to build this type of reputation you need to get recommendations and comments from old customers. If they can give you a testimonial it will boost your credibility. It can remove a lot of obstacles for future sales with such endorsements to prove your product/service.
Here enters the testimonial.
If you are seeking out testimonials then just contact old customers and ask them if they had any comments on your product or service. If this is your first go at an online business then try asking other professionals in the business to check what you offer and give you comments.
Be open enough to give away your product for free to gain a few solid testimonials. These dollars ‘lost’ are actually more valuable than you can predict. The comments that come from them can give your business a greater sense of credibility and actually boost your sales in the long run.
If you are using fellow players in your niche then you most likely need to make sure they receive something in return. For example, you can promise them that you will endorse their website on your site and in the testimonial they give for you. It will help you with customers and it will also help you build important friendships with fellow business persons.
If you want the comments you’ve collected to actually be effective then you need to make sure readers will connect to them and believe them. Check out these four pointers:
1. Ask specific questions to your customers so that in return you will receive thorough answers. It is the specificity that new clients like to read about. They won’t be convinced by a simple, “I love this product.” Ask them if it was easy to use or follow and what the outcome was after following your information. If they can offer statistics that is even better.
2. With consent of the person providing the testimonial, make sure you always include their full name and credentials. Provide their job title, company name, and website if possible. If you can manage to get permission to post a photo as well this well also help.
3. Try to mix it up when presenting the comments. Often, people get stuck on just reiterating what the customer has sent them in the written form. Think about asking them to capture their testimonial in audio or video. It is a great addition to your website and readers can relate better seeing the person directly. You’ll have to experiment to figure out which method is best for you and your area.
4. Use them in your sales letter. You can scatter them throughout to keep reminding people or put them all under one section. Don’t include every single testimonial but perhaps 15-20 strong ones.
If you are looking for a way to gain people’s trust in the information product/service you are offering then please consider the testimonial. It won’t guarantee you sales but it may help the odds of a client transforming into a customer.