English Football Teams Beginning And Ending With The Same Letter 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 seen as a leader in your market, you need people to believe your claims.

If they don’t?

They won’t buy it.

easy

Now, there are a few ways you can provide evidence in your sales letter.

For example, you might talk about an authority figure discovering something new, such as doctors finding herbs to help stroke patients recover faster.

Or you can talk about tests of your product, which show its quality. David Ogilvy’s “Rolls-Royce” ad did this perfectly.

(I’ll link it at the bottom so you can read it. It’s bullet numbers 2 and 6 that show this “proof-by-testing” in action.)

However, there are many ways to include evidence in your sales letter.

But what we are going to talk about here is the most common one – testimonials.

Listen now:

Testimonials are done better than a Hulk Hogan punch…

But when did you make a mistake?

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

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

wrong

Here’s the thing:

You are living in the internet age. And the amount of online bullshit 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 a testimonial like this:

“Mick’s Heart Health Supplements have changed my life! Thank you so much! Highly recommend!” – Jane, 59

So why won’t people believe it?

1) It is very vague

When it comes to testimonials, your client being vague is as harmful to you as Kryptonite is to Superman.

It can really destroy all trust.

Instead, make your client specific. Ask them to share the real-life benefits they get from your product.

Now imagine if Jane said:

“Mick’s Hearth Health Supplements have changed my life as I am still recovering from a heart attack 2 years ago.

I could not enjoy life. I was out of breath while climbing the stairs. It was embarrassing to go to the store and breathe heavily in front of people. I know people are looking at me like “Wow, I don’t want to be like her. She must have really let herself go.

And of course, I was always afraid of having another heart attack and not surviving it.

It scared me.

Now, I have to admit:

I was skeptical about taking this supplement. I was worried that Mick was trying to trick me by putting only sugar (or worse) in these pills. Plus, the doctor was telling me that statins were the only thing I should be taking. And it’s hard to ignore the doctor, right?

Although things couldn’t get any worse and the statins weren’t helping. So even though I was nervous, I took the supplement.

And what has happened since then amazes me…

My blood pressure has dropped from 160/100mmHg to 127/86mmHG and my total cholesterol has gone from 6mmol/L to 4mmol/L. With this drop, I have found it much easier to do the daily tasks of life. I can now walk for an hour without bloat. I even go to the gym!

So you won’t be embarrassed to walk around the shop with shortness of breath…

And no longer panicking, I have another heart attack.

Mick’s supplement was amazing and I recommend it to anyone with heart problems.”

So which one is stronger?

Who is going to be convinced that Mick’s heart health supplement is as life-changing for him as porn was for monks and nuns?

Another one.

It’s not even close.

And Jane being so specific here (in terms of how she felt and her actual reading stats) makes the testimonial seem more credible.

Anyway, let’s move on to the second reason why the first testimonial is horse dung.

2) This “Jane, 52” claim is about as credible as the “flat earth” conspiracy.

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

often way.

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

So, instead, you need to do the following:

*Use full name…

* Use a photo… (ideally of them holding/using your product.)

* Say where they’re from… (The more specific the better. “England” won’t cut it. “Manchester, England” is fine. If you want it even stronger, add her hometown. And, if they don’t So no problem, you can use their real address too.)

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

If 80% of your buyers are women between the ages of 40-60, then 80% of your testimonials should be as well.

Got it?

good

Next.

3) There is no emotional story behind it

looks like:

Stories sell.

why Because people connect with stories better than anything else.

Consider this:

How did religion become so popular? Through stories and parables. If the Bible only said “Love your neighbor”, people wouldn’t even give it a second glance.

Yet as it tells the story of the Good Samaritan, Christians know that they must love their “neighbor.”

And the same goes for testimonials.

If your testimonials are basically just “Barry is awesome!” That being said, anyone who reads your sales letter will look at it.

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

Instead, check out another “Jane” testimonial I wrote.

Did you see the story there?

See how Jane starts before she tries Mick’s heart health supplement? And notice how this emphasizes how Jane felt and her struggle.

Then, it talks about Jane’s doubts.

why

Because at this exact stage your prospects will be doubtful. So, by mentioning this, anyone else reading your sales letter thinks, “Well, Jane took a leap of faith and see how it works for her; I should do the same.”

However, if you take all of this advice on board and use it in your own testimonials, your sales letter (or anywhere else you’re putting testimonials) will be a hell of a lot stronger than your current results. outside the park.

And in answer to my initial question:

“Are your testimonials hurting your sales?”

Honestly?

If you’re used to those typical one-liners, I believe they can be good.

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