Client attraction. Business growth. Pretty profits.
You want more ideal clients for your business but you can’t afford to increase time invested in marketing efforts. You need greater results with less effort.
Is it possible?
But before we get to the solution consider these scenarios:
Imagine you are the consumer.
You’ve seen the posts on Facebook…
The business coach that made multiple six-figures in his first four months of business working just eight hours a week.*
(*May be a slight exaggeration but you KNOW what I’m talking about).
Or perhaps it’s the personal trainer who was a size XXXXL who shrank to a size M in 23 weeks and can now do 476 chin ups without a rest.**
(**That could be a totally unrealistic dream I wish would come true. Problem 1: I’m not a personal trainer. Problem 2: Chocolate).
The challenge is…how do you know if they are telling the truth?
More importantly, can they help you create similar results?
Now think about your potential clients.
They’ve found you on Facebook, checked out your website and want you to help them but the investment is a stretch.
How do they decide whether or not to take the risk?
Testimonials are a form of social proof, a psychological construct where people are reassured by the opinions of others. Social proof reduces the perceived risk of making the purchase.
Say you are a life coach with an event coming up. You need help with growing your list and copy writing to ensure ticket sales.
While searching online you come across two sales page. The first sales page lists the program details and frequently asked questions but that’s it. On the second page, in addition to basic details, you see testimonials sharing results that are very similar and relevant to what you are trying to achieve.
Which sales page would you take more notice of?
That’s social proof in action.
You can promote yourself until blue in the face but it will never hold the same persuasive power as an endorsement from a third party.
Consider the persuasive power of testimonials on the Lucky Bitch Bootcamp, Thrive Themes and the EPIC Business Branding Summit pages. Each requires a reasonably big investment so you most likely won’t buy them until you’ve read positive testimonials highlighting their associated benefits and credibility.
Remember, testimonials mean your clients are doing the heavy lifting for you.
You don’t have to come up with additional content to persuade your target audience to buy; your current and previous clients are doing it for you via their testimonials.
Once you’ve cut and paste the testimonials where your potential clients are likely to see and benefit from them, your work is done.
Finally, here’s another little slap-in-the-face wake-up statistic:
Arizona State University found that positive social proof such as testimonials is more persuasive to a potential client than discounts or making environmentally responsible decisions.
Convinced testimonials will get you more clients with less effort yet?
You need testimonials on your website
Now you know about social proof and how effective testimonials are for selling on your behalf, let’s talk about why you need them on your website stat.
According to AdWeek, 81% of consumers conducted online research before making a purchase. What do you think they were reading? For 61%, it was testimonials.
Having testimonials on your website means that when potential clients visit, they are immediately reassured that the results you are promise are real.
The best bit – if someone is searching for a solution to their problem, they are also more motivated to buy.
If you offer a solution to the problem they have and you have powerful testimonials to back up your claims…say hello to your new client ready to sign on the dotted line.
Where should you add testimonials on your website?
You can leverage the impact of testimonials by having them wherever you are asking the potential client to make an investment.
Now, you’re probably thinking…
‘Sure I want them on my sales pages because that’s where they can help convince the visitor to spend money’
…but don’t limit yourself to only monetary exchanges.
Your testimonials page
Have a dedicated testimonials page on your website so that even if you aren’t launching a particular product or service at that point in time, your visitor can be forming a connection with you and your results. Reading this page may prompt them to contact you about your services immediately rather than waiting for a launch.
Example: Better Business Better Life
Notice how the testimonials in this example mention how the client felt plus very specific results. They allow the reader to develop an emotional connection as well as demonstrate the potential return on investment.
Your about page
Most people think writing an about page is all about themselves.
Your about page needs to demonstrate to the reader why you are the best person to solve their pains and problems. Sharing a story then backing it up with a testimonial is an extremely effective way to position yourself as an authority in your area of expertise.
Example: Gala Darling
The readers of Gala Darling’s website are looking for love, support, encouragement and a great self-confidence boost. The testimonial Gala includes on her about page mentions how she ‘right there with you’ and endorses her book Radical Self Love.
Your freebie landing page
Getting permission to contact potential clients via email is gold when you consider that for each dollar spent on email marketing the average return is $43. You want to give visitors to your landing page every reason to subscribe.
Sure you need a captivating image, solid benefits and a eye-catching call to action but, please don’t forget a relevant testimonial.
Example: Exquisite Images
As with the previous examples, the testimonial on this landing page explains how the ebook being promoted save Jessica from pain. All soon-to-be newly weds want to minimise stress on their big day.
Here’s what to do next…
If you found this post helpful and you’d like more clients without extra work you need to:
Download the testimonial placement checklist (covering which testimonials to include where) by clicking the image below.