You already know that testimonials eliminate doubt by giving hype-weary prospects unbiased proof.
Well, sort of.
Because if you don’t use testimonials strategically, they’ll be ignored.
Or worse, they’ll hurt your message.
So to effectively boost a reader’s trust with testimonials, keep these tips in mind.
1. Target Specific Anxieties
Different points of the conversion funnel—from clicking an ad to pressing the buy button—create different kinds of customer anxiety.
- Is this worth my money?
- Can I trust this guarantee?
- Will they sell my information?
Customers have specific doubts that need addressing.
But if you use the wrong type of testimonial at the wrong time, you might actually call attention to doubts that a prospect never even had.
And that could actually increase suspicion.
2. Overcorrect
Your testimonials shouldn’t just tell your customers that your service is useful.
Are you impressed by an employee who claims to be punctual?
No, because that’s the minimum you’d expect.
Likewise, a testimonial should demonstrate how your offering goes above and beyond your customers’ expectations.
Targeted at specific anxieties, this has pinpoint power.
Know that price is an issue?
Feature a testimonial that not only highlights how your product offers good value, but how it actually helps customers save money.
3. Convey Authority
Authority holds great power to influence.
But you don’t need someone with an impressive title.
What’s more important is that your testimonials come from people who:
- Have first-hand experience with your offering
- Represent your target audience
- Provide specific praise
(Of course, testimonials from Fortune 500 CEOs don’t hurt. Titles and known brands still impress.)
4. Use a Personal Tone
Your customers have to relate to your testimonials.
If they can establish a relationship with people who’ve benefited from your offering, the feeling translates to your business.
So ensure that your testimonials are in natural, personable language.
Better yet, use video testimonials.
Nothing establishes a personal connection like putting a real face to a name.
5. Include Specific Details
A prospect’s crap detector goes off if your testimonials don’t seem to come from real people.
So include details whenever possible: full names, companies, job titles, locations, dates and, best of all, photos.
Put these five techniques together, and you’ll have believable, authority-laden testimonials that calm the right fear at the right time.
Want more tips on writing clear, effective web copy that addresses customer needs? Get them in our free 25-page e-book, Breakthrough Web Writing.
