Testimonials – You Can Never Have Too Many

For the last week I’ve been discussing the 13 big mistakes I often see when critiquing sales letters. To review where we left off, blog post below from last week. Below are the next two mistakes copywriters often make.

8. No testimonials.
Customers who rave about your product or service are extremely effective and should be included in every sales letter. The words from the mind and heart of customers build your credibility.

However, most marketers waste the potential impact of testimonials. Common mistakes include using initials rather than the full name, as well as omitting city and state or country.

Tip: When getting written permission to use a testimonial in advertising, also request a photo. Most will happily agree. Photos help to add power.

9. No money-back guarantee.
Your response to any sales letter will be significantly higher if you include a money-back guarantee.

Tip: The longer the guarantee, the more sales and less returns or refunds requested. For example, 30 days works better than 10 days, 60 days works better than 30 days, etc. A full year "no quibble" guarantee works very well.