It’s amusing when people say you “must” have testimonials.
You hear it all the time from goo-roos, especially.
But you know what?
In many cases, testimonials are the weakest way to prove something. For one thing, they’re easily faked. And for another, they’re easily faked! (Which can make people skeptical of ALL other testimonials and endorsements.)
Plus, they don’t always help, anyway.
In fact, in some cases, they can HURT your response.
Case in point:
I was recently chatting with the guy who does all the testing for one of the businesses I write ads for. He’s been testing the living you-know-what out of sales pages lately and he was telling me how, in one test, response went UP when he removed the testimonials.
Interesting, eh?
Now, does this mean testimonials are all bad?
That you shouldn’t use them?
And that I’m telling you to avoid them?
Hellz no!
By all means use ’em if you have ’em!
But don’t RELY on them.
And if you do use them, test them.
Otherwise, all that glowing praise could be hurting you.
You just never know…
Ben Settle
P.S. Since we’re rapping about testimonials…
Below are a stack I’ve gotten for my Crypto Marketing Newsletter over the past few months:
Without question the value that Ben puts into each monthly
newsletter is worth many times the subscription price. Shoot, the
bonuses that came with the subscription are worth the subscription
price. Then there is the crypto discussion group that as a
subscriber you have access to. Ben regularly puts more information
and ideas into the discussion group. If you have a question, within
short order Ben has a reply. Plus you get some great feedback from
other members of the group. Off hand, I do not know another
copywriter/internet marketer of Ben’s caliber that gives such free
access. I just hope none my competitors subscribe. Which is the
highest recommendation I can give.– John R. Deck
DirectMarketResults.comI just finished reading your May & June issue. I subscribe to a
fair amount of newsletters but yours is always moved to the top of
the stack. It’s the first one I read. It’s one of the best
marketing newsletters I’ve read since the Gary Halbert Letter.– Dan Gallapoo
DobermanDan.com“I have signed up for Ben’s Crypo Marketing membership after being
introduced to him by a friend. Now being with him only two months,
it was the BEST recommendation that I could have received. Ben has
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renegadefitnessresults.comI am greatly enjoying your newsletter! I wish it came out more
often. As soon as I see the package, I rip it open before I even
make it back to my house. Thanks again– Amy Hainz
I’m a marketing consultant, and I like to have a nice big grab bag
of proven, principle-based, ideas for increasing response for my
clients. I shared one of his PR ideas with a client recently, and
had a really fun mastermind session on how and where we could work
the idea into his business. Like with anything we’ll have to test
it, but I think it’s going to be a great lead generator for my
customer. And the whole thing just reinforced the relationship
with my customer and keeps me positioned as the goto guy. As a
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newsletter just plain make me look good.– Glen McNeil
Crypto Marketing gives me new ideas each month that I can actually
implement because it doesn’t bog me down with TMI. Also, the
private “back room” of the Crypto Yahoo group doesn’t have the
noise and chest-thumping of the public marketing forums. Ben
himself is low key, likes to over-deliver, and doesn’t pass himself
off as a goo-roo.-Anita Ashland,
AnitaAshland.comBen, I loved your newsletter I got in the mail. I’ll be ranking you
#1 out of everyone. Whatever you do, please don’t sellout to the
“goo-roos” and stay unique like you are. Good job man!-Ricky Breslin
RickyBreslin.comAs a pro copywriter, I get lots of products, newsletters, and
coaching programs for free. Usually from clients or people who WANT
to be clients (and who are trying to “butter me up”). The number of
things I actually PAY for is pretty low. If I’m going to cough up
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— especially if I’m paying for it month after month. I’m happy to
pay the full retail price for Crypto Marketing — because it’s
good. Very good. ’nuff said.”– Ray Edwards
RayEdwards.comWow Ben! You’re really over delivering here. Honestly, the bonuses
alone are worth more than the last two products I purchased put
together. Anybody who doesn’t buy today, is a dork.– Courtney James Houde
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