Testimonials can boost your response…Sometimes dramatically.

You should use testimonials on your loading pages, ad website, video/TV/podcasts/radio, social ad, digital media, direct mail… in other words, everywhere.

Here are 7 secrets I’ve learned over the years from my client’s testing to help them increase response and lower their cost per lead or sale.

Secret #1 – Use a picture of a person above or next to the testimonial. Just the testimonial or a voice-over is better than nothing. But get the real person, photo, or video!

Secret #2 – Don’t use models, perfect people, or smooth testimonials. They aren’t believable. If the person looks “average,” stumbles over their words, or is unrehearsed…, the response is much better. The person your marketing people don’t want to show probably will be the best to increase response.

Secret #3 – Use iPhone for video, not professional videos, unless it’s a professional-looking production.

Secret #4 – Use star ratings by testimonials. They automatically create credibility.

Secret #5 – You’ll get a 12% increase in response when you say “letters” or “emails” on file.

Secret #6 – 52% increase in response when the testimonial is in the same state as the prospect. A state or city increases credibility and curiosity. For B to B, use title or even company.

Secret #7 – Use a pre-head above the testimonial and always quote a written testimonial.

Need help boosting responses or advice on how best to utilize your testimonials in a new direct campaign? Give Michael a call at 615.933.4647 or email him at [email protected].