Go ahead - toot your own horn! But, do it via someone else's words. While it's great to say you're wonderful and offer so much of value to your visitors, your claims holds much more credence when it comes from a source outside yourself. Testimonials are powerful tools that pull your visitors closer to you and persuade them into purchasing what you have to offer.

Which leaves a better impression - you saying "I'm so great!" or someone else's testimonial that reads, "I found the service so great that I can't wait to do business with them again!"? A good testimonial works like a reference on a resume and builds credibility. Several marketing professionals suggest that a "C" should be added to the AIDA formula to represent Credibility. Testimonials are the best route to construct solid credibility.

Testimonials inside websites are fantastic ways to add the extra punch needed to nudge a visitor into action. The top component lacking from many websites is powerful testimonials. There are several ways to overcome this:

1. Write to your customers for a testimonial. "If you build it, they will come" is a way to build testimonials. Many customers are eager to write about their positive experiences if you just ask them first.

2. The best testimonials are positive. If a client mails you a positive comment, ask that customer to elaborate on the comment along with permission to use it as a testimonial. Lots of customers consider this a compliment. Always get the customer's permission on a "release letter" form before you use any testimonial. A sample release letter can be found at www.marketingtoday.com/marcom/testi2.com.

3. Offer a deal or reward in exchange for a freely given testimonial. Notify customers of this testimonial campaign, along with plans for monetary or donated rewards or future discounts. Find out state laws on gift donation limits before doing the campaign.

A testimonial campaign can be carried out from your website, a direct e-mail letter or by mail.

Spatter these testimonials liberally inside your website. Why keep your testimonials to one page? Instead, intersperse the testimonials across your site for the best effect. You can strategically place testimonials inside content that directly relates to the testimonial. Some websites elect to place testimonials along the left or right margins, gracing the sides of articles or product descriptions. Also, try slipping testimonials directly into content such as following topics inside course material.

Be careful when using testimonials if your audience has certain job titles. If your audience are high-level executives or "pioneers", they will not be as moved by testimonials. On the other hand, an audience of "emulators" wants to see loads of testimonials that mirror opinions that they want to acquire.

The most believable testimonials come from a real person and uses real conversion language. A long testimonial is more believable than a short testimonial. Below are tips for selecting believable testimonials:

- Use quotation marks around the testimonial, along with the person's full name and position. Which looks more believable "O.X. from Albuquerque" or "Oswald Xerot, Sales/Marketing Manager, XYZ Corporation, Albuquerque , New
Mexico "?

- General statements don't grab interest as well as a testimonial full of details.

- Pick positive and real testimonials that make you stop and say, "I want that to happen for me too".

A testimonial in and of itself won't sell your product or service. But, it can be a tool that positions your product or service in a more positive light that can motivate a visitor to conduct business with you.

Need a custom essay on Proof Positive! The Weight Of A Testimonial ?

Order a custom essay now!