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1.8  Testimonials A   testimonial   is   positive   feedback   from   someone   who   has   used   your   products.   Testimonials   can   be   one   of   your   most   powerful   online   marketing   tools.   When   someone  is  looking  to  buy  a  product,  she  often  seeks  the  opinion  of  someone  else   who   has   used   the   product,   right?   If   you   have   testimonials   from   your   previous   customers   presented   in   your   marketing   materials   or   website   copy,   you   already   have  a  head  start  on  making  the  sale. Warning:   You   need   to   make   sure   your   testimonials   are   meaningful.   Look   at   these  testimonials  and  decide  if  they  are  believable  or  would  make  you  interested   in  a  product: ‡

³,ORYHLW´-­  Jan  

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³7KLVLVWKHEHVWHYHU´

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³7KLVLVJRLQJWREHDJUHDWSURGXFW´-­  Jim  Bob,  Florida  

As  you   can   probably   see,   the   above   testimonials   are   quite   meaningless   and   SUREDEO\ZRQ¶WDGGPXFKWR\RXUPDUNHWLQJPHVVDJH+HUHDUHVRPHSUREOHPV ‡

,W¶VQLFHWKDW-DQORYHVWKHSURGXFWEXWZHGRQ¶WNQRZZK\1RUGRZH UHDOO\NQRZZKRVKHLVRULIVKH¶VDUHDOSHUVRQ

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7KH VHFRQG DOVR GRHVQ¶W H[SODLQ  ZK\ LW¶V WKH EHVW DQG ZH GRQ¶W NQRZ who  made  these  comments.  

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7KH ODVW H[DPSOH DW OHDVW KDV D IXOO QDPH ³-LP %RE´ DQG ZH NQRZ KH¶V IURP)ORULGDEXWLWORRNVOLNHKHKDVQ¶WHYHQWULHGWKHSURGXFW+HVD\VLW LV³JRLQJWREHDJUHDWSURGXFW´-XVWDVNLQJVRPHRQHWRFRPPHQWRQZKDW \RXUSURGXFWPLJKWEHOLNHLVQ¶WDQHffective  use  of  a  testimonial.  

Copywriting For Beginners  

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