Hi everyone,

I'm wondering what science/art/experience there is regarding using testimonials to persuade.

For instance, should testimonials be in the main column, or off to the left...or off to the right?

Should there be one way up top, or distributed evenly throughout the copy?

Should there be multiple testimonials per page?

How can you get people to click on a link to a testimonials page?

I'm wondering what other people have found to be effective.

Thanks in advance!

Steve

Steve,

Testimonials should be part of the picture or story. I tried them on a clickthrough and were a total waste of time on another page. I now disperse them through the copy but only at a certain point.

For example when say you are getting to a point where you have made a statement like...

"and we can prove without a doubt abx have created the most effective hair restorer ever..." maybe add some hairy testimonials just after.

They are just better as part of a story rather than having a load simply thrown in.

Position: The eye is always drawn more to the right. Tests have proved that. A good way to increase readership of copy is to have "stop points" . That is where a block or something esle will srtop the reader for a second and force them to read. I tend to put my testimonials at stop points.

Thanks for your thoughts Alan!

Same here. I prefer to put testimonials at a point in the story where it can confirm my claims or notes.

Like I have a testimonial about my price being reasonable just before the price

Testimonials, for me, are better when spread out. They are great when (or around):

1) Premeptively handling and objection
2) Talking about price (or any "negative" aspect
3) Emphasizing specific, key benefits (to drive them home)
4) P.S.'s and liftnotes (as in, "click here if you decided NOT to buy...")
5) Case studies and success stories in what David Garfinkel calls the "Nested Loop" (that is, you start talking about something, but before you answer or complete the thought, you say (literally or not), "Hang on a second, here's a story about Joe Bloe..." And then finish the thought.
6) FAQ (similar to #5, they are great for FAQ's!)

Why I love #6 is this: in an FAQ, you offer a question the prospect might be asking, offer an answer, but what's more powerful is if a testimonial answers the wquestion for you.

Here's an example in a live, selling situation.

I often tell doctors (cosmetic surgeons) to keep a binder, either color-coded or with dividers, offering testimonials. The doctor is in a consultation with a patient. The patient asks, "Will it hurt?" Common question. But before (or instead of) the doctor answers, he opens up his binder, goes to the appropriate testimonial, and says, "Well, here's what Sally, who had the same procedure as yours, said about pain ..."

The FAQ idea is a great one!

Thanks,
Steve