by 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 a top-ranked freelance direct mail and direct marketing copywriter. He has been called “the best direct response strategist and copywriter” in America. Dean offers complete copywriting and design services for direct mail, B2B, print, sales lead generation, sales letters, e-mail and online marketing, and radio advertising. For more tips on improving your direct response advertising results, subscribe to Dean’s free direct marketing newsletter at www.DirectCreative.com.

Great selections!  I even have a few and I’m inspired to get a few others now too.

Read, read, read, write, write, write.  It’s the only way we progress and get better.  No matter how experienced we are in a given area, there’s always more to learn and ways to improve.

James at Men With Pens has an interesting post “Are Bloggers Creating Their Own Sweatshop?”  http://menwithpens.ca/sweatshop-blogging

Blogging is something I do well for others in a professional, thoughtful way.  I’m good at sticking to the goals and showing the reader what they need to see.

For myself, not so well.  I’ve only just started to prioritize more and target what my posts should be.  And I’m just starting the first of my six week goals.  Part of that involves posting regularly to the blogs.  Not sure each one will be three times a week.  I’ve only scheduled in a definite one time a week.  But if I get into the habit, more could come up.

A recent post at The Urban Muse “Maximizing Your Freelance Writing Income” is very interesting.  http://www.urbanmusewriter.com/2009/12/maximizing-your-freelance-writing.html

This post has good thoughts on whether you should focus on articles or copywriting.

Susan has the same idea as I do about developing relationships.  I like helping others.  I like being able to help another repeatedly even more.

I also keep everything I use.  Hubby calls me a packrat.  LOL  I have files of information on my computer and in physical files.  Some are resource materials that can be used time and time again.  But some are articles and booklets that I kept the rights to.  They would be considered reprints.  Nearly are are perfect for using in other areas…such as handouts at networking or in classes.

You must be able to adopt a good work routine and allow yourself to have a life at the same time.

Will you die if you work night and day?  Perhaps not because of that routine, but you’re certainly not living.  And wasn’t that the whole point of getting into freelancing in the first place?

Be smart about your work structure.  Listen to experts, like Men With Pens with today’s post “Smart Freelancing: Are You Being Realistic?” at http://menwithpens.ca/realistic-freelancing?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MenWithPens+%28Men+With+Pens%29 and make time for family, friends, your health.

Charles Dickens became obsessed with his worry over money after his father was put in debtors prison.  His family wasn’t there long, but it affected Charles Dickens for the rest of his life.  He wrote and wrote and wrote.  Lord knows he produced some wonderful pieces.  But what did it really do for him?

He managed to get some material things he dreamed of.  But he lost his marriage, quarreled with a life long friend, and ultimately suffered a stroke.  Did he work his marriage and friendship to death?  Did he work himself to exhaustion and death?

It’s theoried that he did.  Don’t make the same mistake.

Holly Lisle, fiction writer and writing instructor, uses a lot of video and audio in her teaching series.  She gives a wonderful list of recommendations, based on her own usage here.  http://hollylisle.net/video-creation-and-editing-links.php

Using Social Media Marketing, or want to, but not sure about it?  Read this recent post by Wendy on Makepeace Total Package.  http://www.makepeacetotalpackage.com/wendy-montes-de-oca/three-ways-to-measure-your-social-media-efforts.html

Starting your writing career?  I love Brian Clark’s advice and recommend him to anyone.  He’s got a new no-strings-attached free report “The Lateral Action Guide to Becoming a Creative Entrepreneur” available for download.  Check it out now! http://www.copyblogger.com/creative-entrepreneur/

Need to get your newsletters out, but short on time?  Bob Bly has a great product to help you out called “Ready Made E-Zines”.  http://www.readymadeezines.com/

Don’t forget to read a good book and excersize your mind in a creative way.  I don’t have this one yet, but I am thinking of asking for it as a birthday present this weekend.  Pirate Latitudes by Michael Crighton.  http://www.michaelcrichton.com/books-piratelatitudes.html

Oh I know the news is not healthy at all for us.  Pretty frustrating and depressing, for the most part.  But there are some good places to keep track of what’s going on out there.  One of my favorite is Financial Times.  http://www.ft.com/home/us

Disclaimer:  Due to the number of scam artists and just very mean people out there, the FTC has been forced into making us paranoid about anything reviewed or recommended by someone else.  So, here’s my disclaimer to meet the new regulations that go into effect next week:

The sites recommended on this blog are my opinions only.  Some I use, some I do not.  I do a search to find what may appeal to others as a whole.  I do only recommend from sources I have used other resources from or followed the advice of and trust myself.  None of the above links are affiliate links.  I’m doing this purely for vanity so that others will get to know and trust me also.  Google my full name “Diana Cacy Hawkins” and you’ll see just how goofy I am.  *grin*

Nick Usborne is one of the greatest people to learn website building and copywriting from that I know of. He’s just started his coaching site, and offers 50% off an hour coaching call with him for anyone who signs up.
Ask Nick Usborne

Michael Stelzner is a great whitepaper writer and teacher. He also realizes the potential of social media and has brought us a social media guide website. Loads of good articles on this site!
Social Media Examiner

One of my heroes in the copywriting world is Clayton Makepeace. He’s got a great…and affordable…offer on his complete copywriting system. But get there quick before the November 3rd deadline!
The Ultimate Desktop Copy Coach

I get the Website Magazine and just love it. The articles are informative, the magazine colorful, and it is fun to read.
Website Magazine

Any time you need to know any thing about any subject, you can find it at AWAI’s Golden Thread. Excellent article today on how to write better and faster by John Forde.
10 “Speed-Copy” Secrets

Other than Marketing Consulting. I’ve also been working with a publisher as Sales/Marketing Director and I love the field. That publisher isn’t working so well and I will leave that position, but through the experience I was invited by someone to become a partner in our own publishing business. We spoke, we exchanged our own goals and business ideas and realized we had the same goals and same ideas. And having a partner in something is so much more fun than going it alone. So, we’re doing it. Hopefully, we’ll have all the business paperwork filed soon so we can announce it. I’ve been working with an artist on our logo design and it’s almost done too.

In the realm of a freelancing “day job”, I’m writing resumes now. Love it! And I’m so glad I spent a few years at the copywriting before doing the resumes. Good copywriting makes the resumes so much more powerful. I’m helping a college student, high school student, IT professional, a few Creative Professionals, and a few Entrepreneurs right now with theirs.

So, what does this mean for here? Well, it means I’m going to post more on recommending other sites for learning copywriting, marketing solutions, and for improving your business.

I’m still working for a few other clients, and I need to use the same for my own business, so I must stay up on what’s going on out there. The least I can do is share with others!

http://masscontrolsite.com/blog/?p=59

I was putting off forming our local marketing group until after the holidays…now I’m starting to believe I should squeeze it in now.

Ellen Datlow’s recent post about FTC’s ignorance has kept me busy this morning. I’ve known that the time was coming that even a basic book review would be subject to scrutiny and laws. That time is coming down fast with the new ruling…it applies to book reviews on your blogs – and it even goes out to the social sites.

I have a lot of websites to maintain. I’m now adding disclaimers to all about my reviews. And from now on, each review will have a disclaimer on it.

I’ve also been contacting Lilley Press book reviewers to let them know that they probably would want to add a disclaimer to their reviews.

This ruling is absolutely stupid and assinine…but it will stay…been coming for way too long.

And affiliates…better be safe and add disclaimers that your links are affiliate links. That ruling has been in a long time coming…might be here already if I’ve missed it. I know the pay per click ads are super picky about it now, and constantly getting worse. It’s one reason I don’t use them. Don’t want the headaches associated with them. I have enough going on as it is now.

For more information read Ellen’s post: http://ellen-datlow.livejournal.com/221907.html

She talks about this article: http://www.edrants.com/interview-with-the-ftcs-richard-cleland/

And there’s also this article for information: http://news.cnet.com/8301-13577_3-10368064-36.html#

Nice to know where our tax dollars are being spent isn’t it?

I’m spending less time on each particular job of my business for the time being. Before I had it sectioned off into two hour segments, which is healthy for progress and for your mind. It’s been shown that multi-tasking is not that healthy for you. And I’ve always been a great multi-tasker. Took me awhile to get over that.

The two hour segments is also healthier for you than to keep changing what jobs you work on every 15 minutes or so. Mmmm…okay, I have another article series to do here.

Anyway…this new schedule is necessary because I’m walking around in a state of numbness about what is a tragedy to me in my life. I thank God that no one died, yet it is a tragedy, none-the-less. This situation threatens my concentration and my focus…and my progress. But I am very, very afraid of what it means to not move forward and to not make my business work to the degree I need it to.

So, I work 15 minutes to 1/2 hour on one topic/job/duty, and then go to another. I find that I can keep myself preoccupied for that long and by doing the things in smaller steps, I am making a lot of progress.

Also, I’ve moved myself offline for much of the time. When I’m on the computer I have a tendency to keep taking breaks to check the emails to see if there was any “news”. I’m so wrapped up in things right now that I can’t stop that action, so changing my location helps me control that urge more.

The good news is that I’m getting a whole lot of stuff accomplished and a whole lot of writing done. It’ll take me forever to get it all typed in…unless I find someone else to do it for me…

I’d also add there’s a bit of obsession to it when you chose to be a writer of any sort. Even a copywriter. If it’s something you love, it’s also something that gets into your blood and you’re not happy unless you’re writing copy.

Recently, I’ve went through some crap in my life and my copywriting business has stalled. I didn’t have new clients lined up when the mess started, and I didn’t try to get more in.

Not that I don’t want do…I WANT to. In fact, I’m dying to dive into a really challenging sales copy assignment.

I’m also a workaholic by nature. Dealing with a day off from hard work here and there is okay. Not being overly busy for days on end with real work drives me insane.

I’m to insanity.

I’ve been working on press releases and other types of sales copy in the midst of mayhem. Just not to the degree of writing that I’m obsessed with doing.

I need to write. I need to write sales copy. So, off to acquire more clients I go.

Sales copy is definitely a passion with me. It’s in my blood. And it’s good to have the faith in it and my ability. It’s good to know where home is.