The power of testimonials

Testimonials are a very positive aspect of any ongoing marketing action.

Testimonials are generally an independent third party endorsement of your product or service. Using testimonials can be a very powerful advertisement for you.

We identified an interesting twist to the power of endorsements when we were doing some work for a local telemarketing business. This business found a higher conversion rate (of calls to sales) if the caller said:

“I highly recommend you book this holiday.”

Now that’s not a third party endorsement. It’s not independent and it’s not really relevant.

But it worked and it worked really well.

I have no real idea why. Maybe a testimonial is a testimonial is a testimonial. Whatever – it is a very interesting twist.

This is the same reason that my book is promoted on this site with “I highly recommend the kit for any web developer looking to start or grow their own business.”

Sounds a bit silly sure (!), but it’s worth a go to test it and see if the clickthrough rate (the number of people who click through to the selling web site) rises. Testing time is never wasted time.

Test every aspects of your marketing campaigns. It’s critical to know what works, what doesn’t and what can give you an edge.