How do you get good client testimonials for your sales copy, for example, content for a landing page, when you don’t have a lot of previous clients?

There’s no doubt that social proof is one of the key ways people decide to buy or try your products or services.

I get asked about this by some of my consulting clients who are starting a new business or product launch. Nothing can back fire and destroy trust and credibility more quickly than phony testimonials, as well as vague or anonymous comments.

I’ve been working with an old client who’s been working hard to master blogging so he can have a strong online presence. He’s just about ready to start offering products and services for sale.

He’s got a solid reputation as an expert in his field, but up until now, he’s been working for someone else. He doesn’t feel comfortable using testimonials or positive comments acquired when he was a part of a team effort.

I don’t blame him. Not only will he not feel authentic and sincere, but depending on what the old clients say, it might not ring true for his new company, products or services. Readers can smell a phony testimonial a mile away from the computer screen.

There are a couple key persuasion triggers to remember when composing sales content: Read More→