In my last post Are Customer Testimonials Effective? I spelled out what types of testimonials are good for your sales page and why you should use them. It garnered some interesting comments on how much you can trust the testimonials you read on sales pages. So I thought I’d share my thoughts on the matter.
Personally I tend not to believe most testimonials on sales pages. Quite frankly it’s far to easy for them to be faked by the creator of the sales page themselves. I put in the last post that video testimonials are better and appear more trustworthy. But take a look at fiverr.com and see how many different people are willing to do a video testimonial for you for just $5.
And even if the testimonials are entirely genuine. They hardly represent a balanced view of the product. The marketer will have curated the testimonials so that only the ones that show their product in the best light are reprinted on the sales page. They’re not going to have testimonials that say how terrible their product is! (Although this may be an interesting test. Include a couple of negative comments amongst the positive testimonials. Would this make the positive testimonials seem more genuine?)
There is one exception however. And that is testimonials from other marketers that I know and trust. The know and trust bit is important. There are marketers that will write a testimonial for just about anything. It gets there name and web address out there and that’s what there looking for.
I’ve been on a lot of email lists over the years and I’ve unsubscribed from most of them. There are however a few that I’ve been on for years. For example I’ve been receiving Martin Avis’s Kickstart email newsletter since 2007. He will only promote a product he has actually gone through and believes to be good. So if I see a testimonial from Martin on a sales page I will actually read it and trust what it says. It helps that I’ve met Martin a couple of times and he comes across exactly as he does in his emails, and that is as honest and genuine.
Also that means that when I read one of Martin’s sales pages I have no doubt that the testimonials are genuine.
Which leads to the point that if you as a marketer conduct yourself honestly and genuinely. More people will trust what you write on your sales page and in turn will believe that your testimonials are genuine.
What are your thoughts on the matter? I’d love to hear them in the comments below.