"It is hard to believe that a man is telling the truth when you know that you would lie if you were in his place." - H. L. Mencken

It doesn't take a Ph.D. in psychology to see that the good word of a past customer can help lend credibility to any product.

Even if you clearly communicate all of the features and benefits of your product to the visitor, they will ask themselves the following question:

"OK, that's what they say this product will do. But why should I believe them? I've been burned before..."

Remember how last week we talked about getting a website to answer all of the questions a web surfer may have? Some of these questions are very subtle. The above question is one that the web surfer may not even be saying to himself consciously.

Answering these subtle unconscious questions for the web surfer can make for very powerful marketing.

TIP: For more in depth details about the hidden psychological factors that turn web surfers into buyers, please see 1,001 Killer Internet Marketing Tactics:

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So, as you see, providing a testimonial can answer at least one of these unconscious questions:

"Why the heck should I trust you?"

Now, many of us erroneously think that the bigger the name behind the testimonial, the more effective it will be. This is true in some cases, but it depends on the name and the product.

For example, when Michael Jordan tells you that he is using MCI to keep in touch with his "Space Jam Buddies", is it believable? When I watch it, I think to myself - "I wonder how much MCI is paying him for that commercial."

Now, keep that in mind and read this quote from H.L. Mencken again:

"It is hard to believe that a man is telling the truth when you know that you would lie if you were in his place."

I'm not saying Michael Jordan is lying about using MCI. He may very well use it. However, if someone were to offer me several million dollars the temptation to say just about anything about a product would be great. Mencken is saying that we all sense this and that such an arrangement will make us skeptical.

So, what types of testimonials will work?

Here are some hard and fast rules:

1. Ensure the testimonial is believable. If it sounds too far-fetched it will take away credibility rather than add it.
   
   
2. Include as much info about the person who said it as you can. Don't just say "a satisfied customer said" or "J. Smith from Texas said". No one will believe that.
   
   
3. Never make the testimonial up. Not only is it illegal and just outright un-cool, I can assure you what you make up will not have a believable feel to it. Unless you're just that good.
   
   

If your site doesn't include any testimonials, take some time today to ask a few of your satisfied customers if they would be willing to oblige. My experience has been that people almost always say "yes".

And that end result of this small effort will be that more people will be saying "yes" to your offer!

All the best,

Mark Joyner
CEO, Aesop Marketing Corporation

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