The Art of Testimonials: I know I'm kinda slow sometimes and even a goober at other times but I'm not real impressed with some of the testimonials that some site owners use on their websites and sales pages.

For example: "I think this stuff is really cool!" J.B. Crock City, Wy.

Now that's credible!

Makes me want to go out and buy that stuff. How about you?

First of all there are only about 83 people that live in Wyoming. Their phone book is thiner than a postage stamp. I could not find anyone named J.B..

I even called a guy named Jack Brunson and he said he had never heard of "that stuff" and then hung up on me, so I know it wasn't he who gave this testimonial. So I gave up trying to find J.B after about the 15th phone call. I would have liked to talk to J.B. about "stuff". (I know I should have tried a few more times but I don't like rejection)

Second, I could not even find Crock City, Wy. Maybe my 2007 road atlas is out of date. I don't know.

Needless to say, I did not buy "this stuff".

Here's another example of a really stupid testimony.

"Thanks so much for your product. I made $6,285.15 last night while I was asleep. In fact, I'm still asleep and am using an autoresponder to send you this e-mail. As you can see from a copy of my bank statement, I've earned $15,675 in the last week."

Makes me want to puke when I read something like this. At least this guy can sleep some more if he wants to. I might have respected him a little more had he said "he was sleeping on a beach in Tahiti". I won't trash this attempt to show the income to the last penny, but come on. Do you really believe someone is going to believe this crap even if it's true? Would you really want to display a testimonial like that... even if true?

I might be more inclined to get involved with your product or service if you had a testimonial like this:

• "Paul, I wish I could say I earned $10,000 last month and show you my bank statement, but the truth is I earned $1,249.25. To me that's a lot of money because I only worked about 50 hours to get it. That's not too bad for a "stay at home mom". I know I have to put in more effort to increase my income, but just wanted to say thanks for a "easy to understand" program that gives me the freedom to be a mom and not a slave to some employer. It was work but fun work. I look forward earning more." Janet Hansen Peoria, Il. fyipromo.com

The Power of a Testimonial:

Testimonials can be very powerful if used correctly. I read a bunch of garbage from "copy write gurus" who say "the more testimonials you can get, the better".

They are half right and half wrong.

It's what you do with the testimonials that give them power.

Let me show you what I mean.

In order for a testimonial to be powerful it has to be believable, confirm-able, and un-solicited.

If I had a website that sold weight loss products, I would not want any testimonials about people who dropped 80 pounds in about 2 weeks. If that truly happened to one of your customers you might want to get them medical help a.s.a.p. because they may not be around much longer. (get you a good lawyer too!)

A much stronger testimonial might be "I was tired of looking for quick fix diet fads. My weight gain and loss was like a yo-yo. I've tried every diet and almost gave up until I discovered "fat loss 3". It's not a magic fix or diet plan. It's a program that helps me lose fat not pounds... inches not weight and it's not a temporary or short term fad." Thank you for saving my life... Janet Gibson Dallas Texas.

Now I assure you that is not the strongest testimonial. A better one would have a picture (maybe before and after) and an email address if you can get it and a link to a website if they have one. If you only get one of the three or none of the three, at least get their real name, city and state. (note: make sure you get their permission in writing)

Finally, contrary to popular belief, you do not need 150 testimonials on your site or sales page. What you need is 4 or 5 of the best with a link to the other 145. Does that make sense?

Trust me on this one. There's something a little fishy about someone who does over-kill with a phone book of testimonials. All you really need to do is say something like this: "you can read 145 more life changing testimonials about (fat loss 3) here"

If your site visitor needs more convincing, they will read more.

Your testimonials need to be un-solicited and your site or sales page needs to say that. Don't take it for granted that your site visitor knows this. Say it.

"Look, anyone can buy testimonials. Some sites beg for them. We refuse to do that. These testimonials were mailed to us... Un-Solicited and from the heart."

Let me tell you what I did with my first website back in 1997. You may not want to do this but I did. I put the testimonials with bad grammar and mis-spellings as well as one or two who did not have success with my product or service.

Why would I do something like this?

Well, let me share with you an email I received from one of my site visitors who went on to become one of my largest customers and sales producers in the U.K..

• "Paul, I've never told you this, but what sold me on your product and service was your testimonial page. You listed a lady who was not happy with your product right along with the majority who love it. That gave you the most credibility in my eyes."

This person bought my product, became one of my distributors, and sold more product in the U.K. than any of my other distributors.

It takes a special kind of "guts" to list a couple of un-happy customers... doesn't it?

So no matter what testimonial strategy you decide to use... make it powerful!

Until next time...

"The Mad Webmaster"