Get Profitable Update back issue

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G E T P R O F I T A B L E U P D A T E!

September 1, 2000

The "Get Profitable Update" newsletter delivers original,
valuable and usable information that you can use immediately
to increase your revenues and profits.

A FREE, bi-monthly newsletter dedicated to helping you…

… Make More Profit!

Published by Clark Marketing Group, Inc. 2000 Issue No. 0009-A

Email: info@getprofitable.com -- Web: http://www.getprofitable.com

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IN THIS ISSUE:

MARKETING: Testimonials… Interesting New Twist

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Very recently, I reviewed an article from the e-zine SITE-SELLpublished by Dr. Key Evoy (sitesell.com). He brought up a rather interesting new twist on the use of testimonials on your Web site.Most of us use testimonials to validate the credibility of theproducts or services we sell by including comments from customers, clients or respected individuals. To accomplish this many Web site owners have a testimonial button to click that sweeps the visitor away to a list of glowing remarks all about you or your stuff.

What Dr. Evoy learned in tests of sales of his books is that after reviewing his traffic logs, his testimonial button received thesecond lowest amount of hits possible followed only by "about author."He then poses the question, "Now WHY would that be? Could it be that readers understand that neither of these pages are going to answerthe ‘What's in it for me?' question that they all have? Yup."

He goes on to explain that the Author Page is not critical to get the sale. However, he does clearly establish that an "About Us" button is a good idea because there really are some people who "DO" want to know more about you.

But...

The question remains what is the best way to present testimonials and get the most value out of them. I mean they really are valuable to the prospective customer aren't they?

The answer is definitely YES!

Testimonials help sell. But according to Dr. Evoy the problem is that people don't click the button. Why?

He states what we all know is the obvious truth… that all "they'll read are *ONLY* glowing words." I guess if you think about it, it makes sense. When was the last time you read a testimonial that said…

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Wow. This product is just plain junk and I would never recommend it to anyone.

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But instincts tell us that they really are valuable and add credibility to whatever it is you have to sell. Any Dr. Evoy concludes the same thing. He adds, "have you ever noticed what happens when you do read a testimonial?

All of a sudden, you go... ‘Hmmm.' And then you read another... and another... and, all of a sudden, you're that much closer to buying the product."

Make sense to you? It does to me.

So the question remains, how do you get your reader to stop avoiding your Testimonial Page? Easy according to Dr. Evoy.

Don't make one! Instead...

"Integrate the testimonials right into the copy of your main site." As you surf through sites now you will increasingly see how testimonials are woven into the main body copy of the content.

In Dr. Evoy's sites he uses drop down boxes and on another a slick little slide-show JavaScript to push "graphic testimonials" into view of visitors.

On others sites you will notice that they are strategically placed throughout the sales letter to add punch to the value you are offering.

So what is the lesson. I guess I would be aware of this new information, review your own traffic logs and look to see how you can improve the use and integration of your testimonials in your Web site.

In my newly re-designed Web site (www.GetProfitabl.com), I have chosen to go with "drop-down" testimonials so a visitor can see enough to wet their whistle but move on ahead through the copy if they want.

However, for those who want to click the "drop-down" box, they can click and hold and read the whole testimonial message.

So there you have it the latest up-to-date information on the use of testimonials to add power, punch and profits to your e-business.

Thanks to Dr. Ken Evoy for the enlightenment and for more information you can see his site at http://myss.sitesell.com/.

We welcome your comments, questions and insights.

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COMING SOON... Kevin's Hot New Book

"How To E-Brand Your Dot.Com Business"

Revolutionary Breakthrough Branding Formula Shows Every Internet Entrepreneur How To Differentiate Your

e-Business, Gain a Competitive Advantage, and

Turn Your Web Site Into a Profit Powerhouse!

Which would you rather have…a one-time customer or a lifetime customer?

Stay tuned for a pre-publication sales offer, on our all New Web site coming very soon!

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Written by Kevin M. Clark,

"Entrepreneur of The Year Award Recipient," (Regional Category

Winner) and President of Clark Marketing Group, Inc.

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