17 Ways to Inspire Confidence without Testimonials

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Author: Dean Rieck

Testimonials are a great way to support and prove the claims in your advertising. They also engage the "bandwagon" effect: the more people doing it, the more acceptable it is.

But there's nothing magical about testimonials. The key is to show "other people doing it." So while you should certainly build a collection of powerful and enthusiastic testimonials, there are endless proofs you can use to create confidence. Here are some of the most effective:

• Use indirect testimonials. List businesses using your products or services. Or you can list the states or countries in which you do business, the industries you serve, the percentage of Fortune 500 companies you work with, the types of professionals who trust you, and so on.

• Show pictures of people using your product or service. This is usually better than a "still life" of your gadget sitting idle in a photo studio. An action picture can simultaneously show the product, show the kind of people who use it, and show benefits. Seeing is believing.

• Relay case histories of your best customers. Studies show that tangible case histories can be more effective than impressive statistics. Show how someone solved a problem or derived a big benefit. Before and after descriptions are particularly effective.

• Mention how long your company has been around. This is a subtle indication of popularity. What is impressive here is relative to your business. If you're a software company, being in business ten years makes you an old-timer. If you're a bank, ten years makes you an infant.

• Tout the number of products sold. McDonald's built an empire by displaying on their signs a running count of the number of burgers served. It's in the untold billions now.

• Display the number of customers you serve. It always helps to keep good records. Dig through your sales reports and see what figures you can come up with. You might have to estimate, but make it reasonable and believable. And be sure you have data to support your claim.

• Warn customers about limited product due to demand. This shows popularity plus scarcity, another powerful human motivator. However, be careful. If you cry wolf too often, people will eventually stop believing you.

• Announce the speed of your sales due to demand. This combines popularity with urgency. If you're the fastest selling, say it. If you're not, maybe you're the most consistent.

• Say how long your product or service has been a bestseller. This indicates popularity, quality, and consistency. This can often be more effective than just saying how long you've been around.

• Cite information on your market leadership. Everyone prefers to deal with a company that's profitable, respected, and well-known.

• Reveal the seasonal demand of your product or service. Not only does this show public acceptance, it also overcomes inertia and can encourage early orders. A good example is the rush to buy the latest fad toy during the holidays. 

• Show important or well-known people using your product or service. This invokes the "halo" effect by connecting the good feeling people have for the celebrity to your wares. Just make sure you have the required permissions.

• Display a seal of approval by a rating organization. Approval from Good Housekeeping or an industry group puts an official stamp on public approval.

• Cite favorable reviews. Third-party information is always powerful. Some products, such as software, are routinely reviewed. However, television commentators and experts writing for publications often review products and services. If you have something unique or interesting, make sure they know about it.

• Cite mentions in the media. Newsworthy products and services are more trusted. If you get a favorable mention, you can quote it. Otherwise, you can list media coverage. This is an argument for a good public relations effort.

• Associate your product or service with respected magazines. "As seen in XYZ Magazine." List the magazines you advertise in to show public approval of your product or service.

• Associate your product or service with respected media. "As seen on TV." Television is considered very credible. If you appear there, you have instant credibility. List the networks your advertisements have appeared on.

Copyright © 2003 Dean Rieck. All Rights Reserved.

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Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.