Virtual tips for the savvy business owner!

Establishing credibility on the Internet can be difficult, and nothing helps build trust faster than the endorsement of satisfied customers. To secure endorsements that will help build sales, there are three guidelines you should follow. Let’s look at the components of a really great product endorsement.

Think about a celebrity endorsement you’ve recently seen. If it piqued your interest in the product, what was it that captured your attention? If you’re like most people, the fact the person offering the endorsement was credible carried some weight. The person probably also said something you identified with. One more part of the endorsement that made you pay attention may have been the sincerity with which it was given.

Those three components are the building blocks of a quality endorsement. Before you approach a satisfied customer and ask for a testimonial, let’s take a closer look at each of those factors:

• A Great Endorsement Has Credibility: As you’re soliciting endorsements, look for someone who has achieved a measure of success. Think of it this way - if they say they love your sales training seminars, but haven’t made a sale in months, their credibility (and yours) goes out the window. Choose people who’ve really been helped by your products, and ask them to include in their testimonial exactly how your products have improved their life or business.
• A Great Endorsement Creates Audience Identification: People who can identify with an endorsement are more likely to buy. For example, if you sell potty-training guides to parents of young children, hearing from someone with no children that the concept of your training makes sense probably won’t generate sales. On the other hand, if someone with three small children has found new freedom thanks to your product, that’s something other parents can identify with.
• A Great Endorsement is Sincere: Ever watched a testimonial on television and wondered how much the person was paid? That’s probably because they seemed insincere. Ask the person giving their endorsement to speak or write in their own words, and to sincerely describe their experience with your product. It’s fine to define boundaries, but scripting their endorsement is a no-no.

Product endorsements are a terrific way to build credibility on the Internet. When your products improve the quality of your customers’ lives, there’s no reason not to share that news with the world. Select the endorsements that will appeal to the broadest audience. Ask the satisfied clients to give their sincere opinions of your product. That’s the path to a first-rate product endorsement.

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