How To Get Testimonials That Convert To Sales

Is This Ad For Real?

Sadly, YES, it’s a real commercial for a plastic surgeon.  If you don’t believe it (like I didn’t at first) you can check it out for yourself by “Googling” (that is a word now, right?) his name.

Good Or Bad?

No, I”m not talking about his ability as a doctor, he could be wonderful for all I know.  No, I’m talking about the commercial itself.  You see, using testimonials in your sales page (or video etc.) is an important (some say essential) part of internet marketing and sales in general, but if done poorly it can actually harm your conversion rate.

After all, if you’ve gone to the effort and expense to get somebody to VIEW your sales pitch, then surely you should make sure it has the highest chance of converting into a sale as possible.

Getting testimonials isn’t necessarily difficult; simply offer something of value in exchange for the time and effort that the customer spends on producing it, something similar or complementary to what you’ve already sold them. But how do you make sure that they are GOOD testimonials that will help your sales letter convert potential buyers?

How To Get Great Testimonials

The best way that I know of to ensure that your customers give you first class testimonials that help you convert new potential buyers into actual buyers is to give them a framework.  This should take the form of a series of simple questions.  Here’s an example below:

1.    What might have prevented you from buying this product?
2.    What was the major result of buying this?
3.    What features did you like most about it?
4.    What are some other benefits about this product?
5.    Is there anything you’d like to add that comes to mind?

Doing this means you can get personalized messages that also ensure that the most important selling points (the benefits to the potential customer) are highlighted.

Testimonials really are one of the most powerful selling tools.  They show what is called “social proof” that your product has already delivered what it promises.  Social proof is simply saying “lots of other people benefited from it and you can too”.

Use a framework like the one above, and I’m sure you will see your conversion rate improve.

Luke.