![]() They don’t help to sell because they don’t give readers a specific reason why a service or product was so good. These testimonials are far too sugary to be believable. I’m sure you’ve read ineffective testimonials like this: This article provides a mini-course on using testimonials to add credibility and boost your persuasiveness so you can sell more. Plus, testimonials are often hidden away on a website they’re not placed where they matter most and where web visitors will see them. That’s because most testimonials are overly sugary so they’re ineffective. ![]() Yet, over 5 decades later, testimonials are still one of the most underused sales tactics online. Ogilvy wrote those words in his book Confessions of an Advertising Man, originally published in 1963. The reader finds it easier to believe the endorsement of a fellow consumer than the puffery of an anonymous copywriter. ![]() You should always include testimonials in your copy. Where to display testimonials on your websiteĪs legendary copywriter David Ogilvy wrote: ![]()
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