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Ways to Inspire Confidence without Testimonials
By Dean Rieck
Testimonials are a great way to support and prove
the claims in your advertising. They also engage the
“bandwagon” effect: the more people doing it, the
more acceptable it is.
But there’s nothing magical about testimonials. The
key is to show “other people doing it.” So while you
should certainly build a collection of powerful and
enthusiastic testimonials, there are endless proofs
you can use to create confidence. Here are some of
the most effective:
1. Use indirect testimonials. List businesses using
your products or services. Or you can list the
states or countries in which you do business, the
industries you serve, the percentage of Fortune 500
companies you work with, the types of professionals
who trust you, and so on.
2. Show pictures of people using your product or
service. This is usually better than a “still life”
of your gadget sitting idle in a photo studio. An
action picture can simultaneously show the product,
show the kind of people who use it, and show
benefits. Seeing is believing.
3. Relay case histories of your best customers.
Studies show that tangible case histories can be
more effective than impressive statistics. Show how
someone solved a problem or derived a big benefit.
Before and after descriptions are particularly
effective.
4. Mention how long your company has been around.
This is a subtle indication of popularity. What is
impressive here is relative to your business. If
you’re a software company, being in business ten
years makes you an old-timer. If you’re a bank, ten
years makes you an infant.
5. Tout the number of products sold. McDonald’s
built an empire by displaying on their signs a
running count of the number of burgers served. It’s
in the untold billions now.
6. Display the number of customers you serve. It
always helps to keep good records. Dig through your
sales reports and see what figures you can come up
with. You might have to estimate, but make it
reasonable and believable. And be sure you have data
to support your claim.
7. Warn customers about limited product due to
demand. This shows popularity plus scarcity, another
powerful human motivator. However, be careful. If
you cry wolf too often, people will eventually stop
believing you.
8. Announce the speed of your sales due to demand.
This combines popularity with urgency. If you’re the
fastest selling, say it. If you’re not, maybe you’re
the most consistent.
9. Say how long your product or service has been a
bestseller. This indicates popularity, quality, and
consistency. This can often be more effective than
just saying how long you’ve been around.
10. Cite information on your market leadership.
Everyone prefers to deal with a company that’s
profitable, respected, and well-known.
11. Reveal the seasonal demand of your product or
service. Not only does this show public acceptance,
it also overcomes inertia and can encourage early
orders. A good example is the rush to buy the latest
fad toy during the holidays.
12. Show important or well-known people using your
product or service. This invokes the “halo” effect
by connecting the good feeling people have for the
celebrity to your wares. Just make sure you have the
required permissions.
---Source: Dean Rieck is a leading
direct mail
copywriter. For more copywriting and selling
tips, sign up for Dean’s FREE
direct response newsletter and get a free
report, 99 Easy Ways to Boost Your Direct Mail
Response.
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