Social situations sell and can generate lots of money.
There’s something in the mentality of our society and people that’s enticing to listen to their social surroundings for advice. If a group of people think that this one thing is great, and they all agree, then the new people who join that group will place high value on the idea (or product) in question automatically. Think of Facebook, Twitter, or Pinterest that have all kinds of social situations pushing people to “like” something. Amazon is a master at using customer testimonials to boost the percieved value of a product.
This is a form of testimonial that we use in our sales letters.
Most marketers put groups of testimonials on their sales letters to try an incorporate a social proof type situation like this. Testimonials are powerful. You see them all over the place. They are an excellent way to reinforce your sales letter and earn credibility with whoever is reading it. But, after testing lots of different testimonials, I have found one type that is a cut above the rest. Results oriented testimonials.
Here is the difference:
Thank you for providing such an excellent diet program. I found the information very thorough and informative. The book was very well written and planned out with excellent advice!
All I can say is WOW! I lost 13 pounds in the first 3 weeks using your diet program without having to exercise. I can already start seeing my ab muscles in my mid section. I am confident I will reach my goal of losing 20 pounds in 6 weeks.
Thank you so much,”
I just made those up so maybe they are a little corny, but do you see the difference? Testimonial A is about how well written, thorough and planned out the book is with good advice inside. Testimonial B is about results. No theory or hype. Sandy lost weight with Bob’s diet program, so obviously it works.
Using these “results” type testimonials in your promo material produces results. People want to know what works and want to hear it from others. People want results. But, even more so, people want results with little work! Keep that in mind when picking a testimonial to use.
This isn’t the only way to use this concept. You can also use the online forums to get a buzz going about your products/ideas. If you can get a group of people to post on a popular forum about how good your product is, then the “herd mentality” will soon kick in and drive your sales crazy.
I’ve not only seen it happen to my products, but I’ve also been on the other end where I was reading about how all these people love this product, so I went and bought it!!