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I'm sure you've seen websites loaded with testimonials that all sound as though they were written by the same bad advertising copywriter. Breathless, urgent, loaded with supposedly "hypnotic" sales trigger words - and completely unbelievable.Nothing will ruin your credibility faster than the use of phony testimonialsIt's perfectly okay to solicit testimonials. Ask your customers for feedback, and include the best comments on your website. However, do not under any circumstances succumb to the temptation to write your own testimonials or to hire someone to write them for you.
I get sales letters and flyers all the time with testimonials from alleged "satisfied customers" identified only by their initials. Just today, I saw a television advert with testimonials from folks identified with just names and generic titles such as "businesswoman" and "professional." "Professional what?" I wondered. Professional actor, most likely.
Frankly, I don't put too much stock in these so-called testimonials. Maybe these people are real, and maybe they're qualified to give an opinion, but I don't buy it. I generally don't buy the products they're pitching either.For each testimonial you should include at a minimum the customer's full name and location. If they're speaking on behalf of a business, include the business name. Mention if they have any professional certifications or titles that would enhance their authority. If they have a website, a link to it will also help establish that this is a legitimate testimonial.
Photographs can also help prove that these are real people. Just make sure that the pictures aren't too "professional". Oddly enough, photos that are too good may be perceived as generic stock photos, while those that have a slightly more amateur quality will seem genuine.Always ask before you publish someone's comments on your website. Ask for permission to include their comments and to edit if necessary. Get their consent in writing, and keep it on file.When you ask permission to include their comments, be sure they also agree to let you include their identifying information. Only include testimonials from people who are comfortable with the level of personal detail you intend to provide.
The last thing you need is to have a customer getting upset because you published what they intended as a private letter or e-mail on your website without their knowledge, or included their personal details without their permission.It 's a good idea to have a testimonials page on your site. Prospective customers may find a long list of favourable comments from all your previous customers to be very impressive. But to increase the impact of your testimonials, try also interweaving them with the content on your main pages.
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