Web Copy That Sells, 3rd Edition

TESTIMONIALS: EFFORTLESS SELLING

Testimonials add credibility because they are the actual words of real people, not actors or spokespeople. They can be quite disarming because your readers are able to identify with other people’s experiences with your product or service.

No one knew the power of testimonials as well as W. Clement Stone, the late philanthropist and author, who founded the Combined Insurance Company of America in 1919 and was one of the richest men in America during his lifetime. In 1930, Stone had over 1,000 agents selling insurance for him all over the United States. He was known to have a simple way of training his agents. He instructed them to go into people’s homes but discouraged them from making any sales pitch. Stone told ...