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Sales Copy| Article #199 : SALES PAGE SALES COPY – PART 4

In this installment of our series on sales page sales copy, we’re going to cover a very important part of a sales page, the testimonial.

As I explained in an earlier article on ad writing, it’s important to use testimonials and proof of income because so many people have been burned by online purchases that they’ve become skeptical of anything that another person hasn’t said is of solid value. That’s where the testimonial comes in.

Let’s take a look again at Ewen’s sales page for Secret Affiliate Weapon.

EWEN CHIA’S SECRET AFFILIATE WEAPON

If we take a look at the first testimonial, right under Ewen’s intro, you’ll notice that the testimonial itself is almost secondary to how it’s presented.

The whole testimonial is enclosed in a nice big yellow box. The hook of the testimonial is in big red letters, and there is a nice photo of the person making the testimonial. I doubt that photo came from a cheap digital camera. The testimonial itself is in nice big letters so it’s easy to read, with certain passages highlighted.

If you scroll down the page, you will notice that there are a number of testimonials. Putting up one testimonial is worse than putting up none. Why? Because if you put up only one testimonial, think about it. People are going to think that this one testimonial is the only one you were able to get. This doesn’t speak well for your product. It’s best to wait until you can put up several testimonials before you put up any at all.

That brings us to the question of how to get these testimonials if you are putting up a new site. The answer is simple. Give out free samples for people to use. This should get you plenty of testimonials to choose from.

The testimonials that you get are going to be varied. Some will be glowing and some will be just so-so. The order in which you post the testimonials on your page really doesn’t matter much, but my theory has always been to save the best for last and save the second best for second. This way, you get a testimonial near that top that will grab somebody and then at the end of your testimonials you hit them with one that will pretty much clinch the sale, if you haven’t already with your header, hook and intro.

In our next article in this series we’re going move on to the next part of the sales page copy, the proof.

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