In 59 Seconds Todd Bates Shares How to Use Testimonials with Your Sales Letter to Improve Conversion
The majority of people don’t want to be “first” to try something new. Yes, there are a few brave souls who are pioneers and push the envelope in business and exploration but they are the minority. Most people when they consider a product or service want to know that other people have tried it. If people in their own sphere of influence haven’t tried it, how do they know it will work?
People don’t want to waste time, money and energy “trying” something just to have it fail! When you are sending out our sales letters for your product or service your prospects have doubt. Your sales letter might be well crafted, might assuage some of their fears, and by the time they make it to your call-to-action they might just throw it in the trash can. It lands in the trash can because they aren’t confident enough about what you are offering.
Most sales letters lower the fear by using some or all of the following elements.
- Time limiting offer
- Unbelievable Pricing
- Powerful Calls to Action
While these methods and more should be used, it still leaves you more opportunity to reach your prospects. You can remove more doubt from the prospects mind and compel them to take action by using the unused space in your sales letter.
What unused space?
Most people don’t print on the reverse side of their letter! Blank space doesn’t sell! When you can incorporate copy on the reverse side of your letter you are giving yourself one more opportunity to convert that prospect into a customer. One of the most effective methods of copy to use on the reverse side of your sales letter is that of testimonials.
Testimonials on the reverse side of your sales letter provide you with the following benefits:
- They let the prospect know others have tried your service before
- They provide you with another opportunity to make a call to action
- They demonstrate 3rd party verification
- They let you share more of your marketing message (Hint: testimonials should share key parts of your service and how you are different)
By combining the power of testimonials with your sales letter you can get more phone calls every time your letters go out. For maximum impact gather testimonials (and put them on your website too) that speak specifically to your core offering. The more specific (i.e. a testimonial that says “I was doubtful when I first got a letter in the mail…”) your testimonials the more they help your letter.
Discover how you can use sales letters, website marketing, social networking and more as part of a marketing system that will get you to a 7 figure NET income with my FREE marketing manifesto.
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