Endorsements and Testimonials

Sure, you could go on and on rattling about what a good offer your prospect is looking at and
why he should buy from you, but he would also be interested in the kind of results other
customers who have tried out got from the product or service before he dives into the offer.

So, you need testimonials.

Testimonials from your customers are one of the strongest marketing tools available.

What is a testimonial? It is a statement, usually written by your customer, saying nice things
about some aspect of you, your product or service, and your business.

What to Have In Your Testimonials

· Testimonials about YOUR product, not you. Do not be fooled by the simplicity of this
statement. Testimonials that say you are a great person whatsoever are NOT the type of
testimonials your prospects are looking for, though such testimonials can build trust and your
name. But your prospects are more interested in how your product can benefit them or solve
their problems. They did not read your sales letter to see you praising yourself.

· Testimonials that mention results. The more specific they are, the better. Interested
prospects want to know what the results other customers have benefited from the usage of
your product or service.

· Quality / quantity. If you can get top names in your niche or field to endorse your
product, it will help your increase your sales. If you do not know any experts or top names who
can help endorse your product, you can make up in the quantity of testimonials. The more
testimonials you have, the more convincing your sales letter will be.

· Customer essential details. Include your customer's Full Name and
City/State/Country after his or her testimonial. You can include your customer's web site URL
or contact e-mail address where applicable (with permission). And if you can, get your
customer's photo and paste it into your sales letter. Using photos can increase your credibility
and shows how pleased your customers are when using your product.

How to Collect Testimonials

There are many ways to get testimonials from your customers. You can:

þ Hold contests for the best-written testimonials. Give them a reward, gift or some
publicity in exchange for their testimonials.

þ Ask for letters of endorsements from your customers, vendors, suppliers, and any
associates you have. Use them to promote your products and services. When you use
testimonials to add credibility to what you do, you are letting your customers do some of the
marketing for your business.

þ If you are just starting out fresh, give a sample version of your product or trial service
to those whom you know. They can be your business associates, friends, or people whom you
know need your solution. This is the fastest way you can get testimonials. You start with
proving your worth.

þ Get top names, influential people and experts to endorse your product. So, look for
top names and experts in your field and get their e-mail address. E-mail them and politely ask
for their endorsement. Since they are only an e-mail away, why not? And if you

þ You can participate in active forums and newsgroups where people of similar
interest and mindset gather around and discuss on the same topic. This is a good place where
you can meet people and get their testimonials simply by asking for their permission and give
them a sample of your product. If your product is of genuine quality, you can count on them to
send their honest testimonials in and spread the word for you.

When you use these testimonials, you want to weave them into your marketing story. Use
them to support your claims and promises. For every benefit or objective you need to
overcome in your products or services, it is the best scenario to have testimonials establishing
or referencing each of those benefits or objections.

The benefit of using testimonials on your web site can help link popularity in search engine
results as well. Whether you use this marketing tool for either inbound or outbound reasons,
you will have an advantage over your competition. Check them out next time you visit their
office or web site and see for what people are saying about their business practices. You will
be amazed!

Examples of How Testimonials and Endorsements Are Used

Example 1 : My Wizard Ads



The testimonials by happy advertisers arranged neatly on your right. If you want to know more
about the results of using this service, you can check with the testimonial writers who have left
their web site URL under their names.

Example 2 : Trafficology



The top names are endorsing this service. Is there anymore doubt to using it if you need web
site traffic?


Giving Bonus Incentives (optional)

Sometimes, I have been asked on whether one should throw in bonuses or not when selling a
primary product or service on the Internet.

Now, this is not going to be a simple right or wrong answer that I am going to give.

For one, I have seen people making money beyond their wildest dreams, partly owing to the
amount of attractive bonuses they give as an incentive for their prospects to buy their primary
products from them. I have also witnessed those who are wondering when the next sale is
going to come in spite of the amount of bonuses they throw in together.

And then there are other Internet Business owners who still sell like hot cakes even though
there were little or no bonus incentives offered.

So, bonuses: to give or not to give? That is the question.

I might sound as if I am taking this too lightly if I were to tell you that it is really up to you but the
truth is, I have sold products WITH or WITHOUT bonuses before, so it is obvious that the
bonuses factor is not the constant when it comes to making money, but rather the sales copy
is one that decides the perceived value of your product.

Here are a few general ways you can pitch your sales letter to make people buy from you,
whether you throw in bonuses or not.

If You Throw In Bonuses

Example : Megapreneur Million System

http://www.megapreneurmillions.com/



[1] You get $1,000.00 worth of bonuses along with my main product. This is an offer you
would not find elsewhere.

[2] Let's do the math. You get Product 1 + Product 2 + Product 3 + Product 4 = $1,000.00.
You get $1,000.00 worth of products for only the price of one. It would have cost you
$1,000.00 if you purchase them ala carte elsewhere.

If You Are Not Throwing In Any Bonuses

[1] It is obvious that there are little (or no) bonuses added to this offer. But if you are not
convinced of the true value of this product (or service), no amount of bonuses will ever
convince you.

[2] Unlike most offers out there, I am NOT going to give you any bonuses. But look at it this
way: I have kidnapped a top copywriter who charges $10,00.00 per sales letter written to spill
his guts out for you, and you get to have his brains for only $97. Which one are you more
interested in? Getting the $1,000.00 worth of bonuses which you might or might not come
around using or invest your $97 in the product alone and write your own professional
$10,000.00 sales copy and profit from it in a long time to come?

As you can see, both sides have valid point of views. And in general, as long as you can
convince your prospect of the true value they are going to get from your solutions, you will be
sure to make your money, with or without bonuses.