Let me ask you a very simple question: What does Perry Marshall do?
Answer: Google Adwords. Now, that’s simplifying things a bit, but that’s just a result of how far Perry has gone to brand himself as THE Adwords Guru.
The first thing you should notice when visiting Perry's home page is the name of his book. It isn’t “A Really Nice Guide to Google Adwords” or “Uncle Perry’s Guide to Google Adwords” or anything of the sort. It’s “The Definitive Guide to Google Adwords, ” thank you very much! His bold title immediately announces to his visitors that he isn't messing around, and clearly shows that he wishes to position himself as a prominent expert in his field.
Anyone can come up with a killer title though, so Perry has to back up his boldness with some meat. There are several ways he can accomplish that. One is through the material that is actually contained within his book, which is certainly top notch. To get his visitors to actually purchase his book and get to the point of reading it, however, he has to make a convincing presentation. One powerful aspect of his sales page is the glowing testimonials he has gathered from industry leaders and satisfied clients. The fact that prominent names in his field such as Joe Vitale and Jonothan Mizel have offered their written testimonials helps reinforce Perry's central message.
The reason having several testimonials works comes down to basic psychology. It represents a kind of social proof, that feeling that if other people like it, we’ll probably like it too. This is a simple idea, but it is extremely important and can be easily implemented by increasing the elements of ‘social proof’ in your advertising and sales copy.
Ewen Chia, another prominent internet marketer, has a unique use of testimonials that I found to be quite impressive. He distributes what he calls his Big Book of Proof, an entire 46-page book containing only stories told in the words of Ewen’s customers how his services have changed their businesses and lives. Now that’s a testimonial!
Very few marketers use these techniques to their full advantage, which opens up a great opportunity to separate yourself from the field. If your competition isn't using this powerful business tool, then even just one testimonial will give you an advantage!
Brian D. McElroy is the author of Testimonials Unleashed!, the web's premier resource for how to build your business by harnessing the awesome power of social proof. Sign up for a free 5 day e-course by visiting http://www.TestimonialsUnleashed.com