Recently I got this fine question on one of my articles:
“What on earth does “testimonials are strategic” mean?”
Here’s my response:
Some people, when using testimonials, focus on a plethora of questions:
- “How many testimonials should I use in my sales letter?”
- “Where should I place them?”
- “How long should my testimonials be?”
Look, testimonials aren’t something you just throw into the mix when you’re writing a sales letter.
Or writing a Facebook ad for that matter.
Every testimonial should accomplish two things:
(1) Each testimonial should answer a specific objection. And…
(2) They should answer that objection at a specific moment in your sales message
Let’s imagine your product is highly advanced. Forget about *what* it is. Just imagine you’ve developed a super niche, high-level product.
Without proper training and instructions, people would never be able to use it.
To combat this issue, you’ve included step-by-step instructions, so simple that even a five-year-old could understand them. You’ve added images, videos, audios. Everything you can think of to help people get started.
People would have to be an amoeba not to be successful with your product.
OK, so now you’ve finished writing your sales letter, and you put it up online for people to see.
You’re counting the seconds until you get that first sale.
As you’re waiting for that *ping* of the payment notification to come through, your first curious reader is going through your sales letter.
And they’re starting to get sold on buying your product.
Suddenly, they stop reading?!?
Why did they stop reading?
Let’s do some mindreading:
So your prospect is reading your letter, Facebook ad, sales page, whatever. At a certain point, they stop reading and think: “Damn… this stuff sounds waaaaay too advanced for me.” And they leave the page. Never to be seen again.
They could be a bad fit for your product, sure.
And them leaving your sales message would be exactly what you wanted.
But for this example, let’s say that they would’ve been a GREAT match. They were just a little on the fence. Which is why you’d smack them in the face with a *STRATEGIC* testimonial the second that objection surfaces.
In this case, your testimonial should answer *that* specific objection that your prospect is thinking or feeling at that particular moment in time.
There’s definitely an art and a science to getting strategic testimonials from your clients.
Let’s be honest, most people’s testimonials are some B.S. nonsense like, “Oh, XYZ program was great. It made me feel really good. I will definitely recommend this program to everyone!!”
That right there is NOT strategic.
It’s just fluff.
And it would have little to no impact on your prospect’s objection which means less cash in the bank for you.
Anyway, I’ve probably said more than I know.
As always, if you want my help with your email marketing and make more sales, check out the free marketing training, here: