Testimonials are the devil.
Instead of helping, they can kill your credibility.
A good friend of mine told me about a popular service she hired…i’d tell you the services’ name but i don’t remember all the details and it wouldn’t be nice to ruin their reputation without having all the facts.
Besides, they’re perfectly capable of ruining it on their own.
So anyway, this service, was promoting over facebook ads that they can help one get more clients for their services, command higher rates, and do this whenever they like.
Their method of selling was to get leads on a webinar and then show a bunch of case studies and testimonials.
Aside from the testimonials, they were pretty secretive about how their service works.
My friend bought into it, splurged for the “done for you” upsell, spent even more money running ads…all up she “invested” 6 figures…and the whole thing flopped!
The marketing approach i describe here is the epitome of what is wrong with our industry…you’ve either fallen prey to it or you learned it and inadvertantly used it.
It’s a stock standard, by the book gooroo pitch. And they conned my friend and countless others out of their hard earned money, which is why we’re supposed to believe them.
It goes like this…
You start with a pitch that is ALL curiosity and big promises…being careful to NEVER be specific about how. It is a magical, mysterious process and it will make all the target customer’s dreams come true.
But now you need target customers to believe you.
Since your marketing only makes promises, belief becomes a major concern.
So you PROVE that your secret marketing works because, hey you got them there, didn’t ya? You show them lots of testimonials…whether real or fake…and push them to buy to learn more.
The entire pitch hinges on the prospective customer paying money to relieve their curiosity and to find out the magic you’re selling. Once you’ve done all the hard work of getting their money, then you proceed to double-fist them on the delivery.
With the service that screwed my pal, their “magic” turned out to be nothing more than facebook ads promoting a webinar funnel.
Which btw is code for the entire sales process i just described. It’s the only way a “webinar funnel” actually works. You trick people into attending a content-filled webinar then actually spend the whole time vomiting testimonials while relying on them buying out of sheer curiosity (and stupidity).
Here’s the thing….
if you have a legitimately good product or service, your marketing doesn’t raise questions of trust and belief in the first place.
You don’t NEED testimonials.
If you got em, good. Use them.
But you don’t need them.
Secondly, you and your results are NOT proof of ANYTHING other than you being a shady, goofy kent. It’s inauthentic. And cyclical and cheesy.
You get belief without raising the question of trust, by being OPEN about what your benefit fulfilment philosophy is.
Meaning, tell people HOW you will give them the benefit you promise.
For instance, if you sell a weight loss solution, and your philosophy is…
“The only way to lose weight and keep it off is to learn to make good food choices that fit around your lifestyle”
…and you advertise this, you are automatically credible. Selling with this messaging relies on the target customer’s sense of logic to recognise yours as a plausible, attractive PROCESS (aka method) of accomplishing the benefit of long-term weight loss.
You give them a reason to consider your product, you demonstrate your confidence in what you’re offering, and you set expectations properly.
In the Super Traffic Machine i dive deep into this topic of belief and credibility and how you can build your messaging to instill confidence in cold traffic buyers.
Learn more about the Super Traffic Machine at the link below…
You know i don’t do gimmicky marketing and i would never teach you to do it. I want you to take your internet business seriously and i want you to scale your traffic volume. You’ll only be able to do this if you follow my entire marketing philosophy from start to finish in the Super Traffic Machine. What i’m offering you is CERTAINTY…it’s a training that takes you through every step you need to create a super affiliate brand from start to end.
So get it, and i’ll “see” you there.