It’s An Undeniable Fact: Your website visitors believe that you will say anything about your products to get them to buy from you.
Everybody is skeptical when it comes to products and the benefits they claim to offer and who can blame them? You’d be hard pressed to find one sales letter without just a little hype in it...
Some of mine included. ;-)
So why can I get away with it while you can claim your product is the greatest thing since air and still not make many sales if any?
Simply put...
You see those Big Blue Letters at the top of this page? That’s why. People believe that you will say anything about your product to make the sale. But, you can actually afford to use a little hype in your sales letters if you have plenty of testimonials to boost your credibility high enough.
Think about it.
How often do you believe things because a lot of other people say you should? More often than you’d like to think.
Having dozens of people (who are not you) saying that your product is worth having makes it easier for people to believe any perceived hype or unbelievable claims in your sales letters.
People think... “His headline and sales letter sound too good to be true, but with all the glowing testimonials this product has... What could it hurt to check it out?”
It’s a sociological aspect of social proof. Most people look around and see what other people are doing (or saying) and use that as information to decide on what they should do.
Then of course you just make sure that there is a quality product behind the scenes to keep your once skeptical customers happy with their purchase.
It’s Social Proof At Work
Take a look at The Power Of Social Proof when it comes to sales letters.
But there’s a fine line you have to be aware of.
What I mean is, you don’t really want testimonials. You want product specific, detailed testimonials that look like someone actually sat down and took the time to write about their experiences with your product. Testimonials like “Great Product” and “I really loved your report” can actually do more harm than good.
Now, before you start thinking that you can’t get as many detailed testimonials to reinforce the value of your products as you want you may be surprised by what you’re about to read.
