Author: Bob McClain, Web Copywriting Expert
Testimonials have been around since the first caveman sold a hunk of meat to his neighbor. “Grok say best meat in town!” However, effectively using testimonials is as rare as today as it was then.
People don’t trust testimonials. Especially on the Internet. Why? Because “Internet Marketers” have pummeled visitors with a huge number of testimonials from “Jim in Des Moines” or “Carol in Los Angeles”.
Namely, incredibly glowing testimonials from non-descript “people.” The Internet Marketers have gotten smarter. They now include the full name and city and a face. They even include video testimonials.
