#1  They are Specific.

Vague testimonials never really tell the prospect anything.

A vague testimonial might read: "I was completely satisfied with your company's service." "Your program was great. Thanks!" "I got really good results." "Superior tech support." "We all really enjoy your product."

Specific testimonials say things such as: "I was very impressed by the round-the-clock concierge services, especially when they took the time to find an all-night printer at 3:30 am. " "I increased my sales leads from 5 per month to 12 per week." "The portion of your program about dealing with stubborn sellers was invaluable." "Your tech support spoke in plain English and diagnosed the issue in 90 seconds." Specific testimonials work for two main reasons: #1, they sound alot more credible. #2, they discribe a specific benefit or address an issue that may persuade potential clients.

#2 – They Help Overcome Objections.

That’s right. Use your testimonials that mention objections. Alot of companies are afraid of these types of testimonials, however they can be one of the most powerful tools you have. Testimonials from previous skeptics stand out more. They sound credible. By addressing and voicing what many prospects may be thinking, these types of testimonials are very powerful persuaders.

Testimonials that address objections read like: "I’ve been investing in properties for over 7 years. I didn’t believe there could be anything in this program I didn’t already know. I was surprised when I learned valuable techniques I had never considered before." "I felt that participating in an online course would feel impersonal. I was sure that I would miss the in-person interaction. However I found that the format was very interactive. I have even made a few friends in my online group. We talk on the phone, text and IM, which is helpful since we’re dealing with similar challenges. It’s wonderful!"

#3 – They are Well-Placed.

Make sure that the subject matter of the testimonial is relevant to the surrounding information. If you use a landing page, or maybe a homepage where most of your visitors are just beginning the buying process, make sure to have testimonials available for people who are not yet ready to bite. What kinds of questions are those prospects asking? How are you different from your competition? How can you fullfill my needs?

Early-buying-process testimonials sound like this: "I’ve visited other gyms, but yours was the first one where I didn’t feel intimidated because I was overweight. I was with other women like me; not just skinny women in $100 aerobics outfits."


You may have product pages, and other pages your customers visit later on in the buying process, so use testimonials that are relevant to their ready-to-buy type questions. Such as what will happen if I don’t like it? Is it really worth the money? Which plan is the right one for me?

In the later stages an "I’m-ready-to-buy" testimonial might sound like this: "I tried on the shoes and they were too narrow. I simply used the online return form, which pre-printed a shipping label for me, and I sent them back. The new shoes came 3 days later. Such a quick turnaround, and the best part is, it didn’t cost me a dime!"

To recap:

- Be specific! Always use the testimonials that talk about personal situations and/or specific benefits. Do not use vague testimonials.

- Overcoming objections. Use testimonials that mention customers that admit to being skeptical. These can be the strongest testimonials out there.

- Context is everything. Ensure that your testimonials are going to address the questions that your prospects are asking at the various stages of their buying process. (If customer data is absent or unclear, ask your sales or business development staff. They can most likely recite the most common questions in unison.)

Always remember, the one thing better than saying the right thing at the right time is your customers doing it for you.

To optimize the usage of these ideas go here.

© Eventus Design 2009