1 Secret Ritual Experienced Pro Bloggers Follow

No 1080 p videos here. Nor hours of social networking. Less guest posts. Less blog posts. Less everything. At 8:21 AM here in Yangon, Myanmar. I fully embrace 1 secret ritual experienced pro bloggers follow. The internet goes out regularly in Myanmar, formerly known as Burma. Infrastructure growing as it slowly but steadily opens up to the outside world. From 8-10 nightly the internet goes out completely. For long stretches we’re talking OK but slower loading times. For some weird reason, even though my blog loads A-OK around the globe I can barely visit individual posts and pages here. Wacky

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Your name could shape your face, new study suggests

Long before anyone knows what we'll really look like, we're given the label we will probably carry for the rest of our lives — our name. But what if your appearance, particularly your face, somehow reflected the name you were given at birth?

A new study suggests that each person's face, insanely enough, could actually be shaped by his or her name.

So that would mean, yes, that Sarah really does look like a Sarah, and that Fred really does look like a Fred. Basically, the new findings could finally give some credence to all those weird, usually seemingly baseless assumptions you might have the first time you hear a new name, as NPR reports. Read more...

More about Names, Faces, Psychology, Science, and Social Media

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3 Unusual Tactics For Making Your Testimonials More Persuasive

I bet you’ve seen this sort of advice before…

When using a testimonial, you should always:

• List the customer’s first and last name
• Include their photo
• Avoid unbelievable, over-the-top praise

Those are all fine tips to follow, but they’re really just starting points.

Optimizing your social proof requires just as much strategy and testing as improving a headline, hero image or call-to-action button.

Because if you just stick to blindly following ‘best practices,’ you could be missing out on a huge opportunity to squeeze more conversions out of your website or landing page. Here’s why:

Social proof affects different audiences in different ways. The complexity of your offer, the demographics of your visitors and a host of other factors all influence how persuasive your testimonials will be.

And that means you may want to try optimizing them in ways that seem counterintuitive at first.

Or even just plain strange.

I’ll get into more detail about this in a moment. But first, let’s make sure we’re on the same page about what typically makes for a convincing and credible testimonial.

Don’t use testimonials unless you’ve seen these tips…

Plenty of articles have already been written offering great advice for using testimonials. And those tips can generally be summed up as:

• Include a photo and other details
  Providing the customer’s first and last name, location or any other relevant details makes testimonials more realistic. But an even bigger factor is including a (real) photo of the testimonial-giver. There’s plenty of research to back this up.
• Use testimonials from people your customers can relate to
  According to implicit egotism theory, we generally trust people who are either like us or who we aspire to be like. And that means strong testimonials are often from folks who reflect how your prospects see themselves.
• Use testimonials from people with authority (if possible)
  The most powerful testimonials come from people your audience sees as an expert or otherwise having authority. In essence, you’re ‘borrowing’ the positive feelings people have toward these individuals (this is called the Halo Effect) when you get their endorsement.
• Reinforce a specific benefit
  Emphasis on specific. Vague testimonials that say things like “great experience” or “tremendous value” won’t connect with anyone. And it might even hurt your conversion rate. Instead, testimonials should be used strategically as ‘proof’ to support specific claims you’re making on your pages.

• OR

• Quash a serious objection
  Research by MECLABS shows that placing testimonials near sources of anxiety (such as the ‘Add to Cart’ button) can ease objections and improve conversions. Bottom line: don’t just randomly sprinkle testimonials throughout your website. First, consider the role they’re playing on the page.

These tips make sense, right?

And if you’ve been in the conversion optimization game for any length of time, I suspect you’re already familiar with most of them.

Now, let’s dive into 3 lesser-known techniques for making your testimonials more credible, engaging and persuasive.

1) Try ‘long-form’ testimonials

Far too many articles give out generic advice like:

“Always keep your testimonials very short.”

Well, no. Not always.

Short, specific quotes from customers may work fine in certain situations. But sometimes a big, juicy testimonial can provide the exact dose of social proof that your page needs. Why?

For the same reasons that long copy can sometimes be more persuasive than short copy. Long-form sales messages often work great when your product is complicated, your audience has loads of objections or the price-tag is high.

As veteran ad man Jay Conrad Levinson puts it:

“Don’t be afraid to use lengthy copy. Of all the things people dislike about marketing, ‘lack of information’ comes in second, after ‘feeling deceived.’”

The trick is to ensure your long-form copy — or long-form testimonial — is interesting and relevant to your audience. Here’s an example:

Long-form testimonials make up the majority of content on Noah Kagan’s sales page for his How To Make A $1,000 A Month Business course. And some of them run well over 500 words!

Now, these testimonials work like sales copy in a number of different ways. But I want to point out one specific technique that makes them so effective: storytelling.

Several testimonials on the page tell raw, human stories about a problem the person was up against and how they discovered a life-changing solution thanks to Kagan’s course.

Take a look at this example:

Dave’s story kicks off with an emotional (and relatable) problem.

He then goes on to tell a story about how the course helped him, eventually building to the ‘climax’ detailing how his life changed afterwards:

In fact, some of the most effective long-form testimonials start with an emotional problem.

Here’s a prime example from the Sweat Block homepage, which was optimized by the team at Copy Hackers. This testimonial follows the tried-and-true problem-agitate-solve copywriting formula:

Now, a customer probably isn’t going to just hand you over a problem-agitate-solve testimonial by fluke. You may need to give them some guidance first.

So ask specific questions when requesting a testimonial. Things like:

• What made you seek out our product/service?
• What was the exact problem you needed to solve? How did it impact your life?
• How did our product/service solve this problem? How did it improve your [business/social life etc.]?

But even if you don’t take a problem-focused approach, the key to using effective long-form testimonials is to make sure they tell a gripping story.

One that will resonate with your target audience in a powerful way.

2) Show your warts (really, it’s OK)

Don’t get me wrong: I’m not saying you should post a testimonial that outright bashes your company.

That’d be weird. And, well, kind of dumb.

But I am suggesting that by leaving some minor ‘warts’ in your testimonials you can convey trust and credibility — if you do it the right way.

One study found that 68% of consumers trust reviews more when they see both positive and negative scores. And a whopping 30% suspect faked reviews when they don’t see anything negative at all.

As master copywriter Bob Bly puts it, “showing your warts” can be an effective marketing technique provided you:

• demonstrate why your product’s weakness isn’t important or
• show how you’ve designed your product to overcome the weakness

This tactic works because arguing against your own self-interest builds credibility.

In this Unbounce article, marketer and entrepreneur Pratik Dholakiya suggests testing a landing page testimonial that tells people who your product isn’t right for. This might involve including a line like:

“This product isn’t for [so and so], it’s for [so and so].”

The beauty of this approach is that it sends the message you want happy, long-term customers; not just quicks sales for short-term gain.

Some brands have used not-so-shiny testimonials in more creative ways to reinforce a key message.

For example, Ship Your Enemies Glitter used to feature a reviews section that told an unfiltered story about their product — one testimonial even mentioned a customer’s pending divorce.

OK, this is an extreme example.

The point is that people are skeptical of both online reviews and testimonials. But by slipping in a few “warts” (in a strategic way), you can give your social proof a shot of credibility.

3) Make your testimonial the ‘hero’

Got a beauty of a testimonial?

One that’s credible, relatable and aligns perfectly with the goal of your page?

Then don’t bury it way below the fold! Instead, play that sucker up big time in the hero section for every visitor to see.

Emphasizing the right testimonial immediately sends the message to prospects that your product solves problems for people who are just like them.

I used this strategy while optimizing a key sales page for LivePlan, which is a SaaS product that helps entrepreneurs write professional business plans.

Research showed us that many prospects had niggling doubts when they hit the page. They often wondered:

“Will this software work for my specific industry?”

It was a big barrier to signing up.

So we created a landing page that targeted just a segment of LivePlan’s traffic: people who wanted to write a business plan specifically for a café.

But instead of us telling the audience “this works for café entrepreneurs like you,” we wanted to prove it to them by making a relatable testimonial the hero of the page.

So we emphasized a quick story about how café owner Brian Sung used LivePlan to write a business plan faster and with less effort. Then we A/B tested the new page.

Here are the two hero sections we tested:

The testimonial-focused variant hauled in a 72% boost in paid conversions, which translated into a 53% increase in revenue (when you consider average order value).

There were a few other variables at play here. But ultimately, I believe that this relatable testimonial proved the hypothesis that LivePlan customers needed to feel confident that the product would work for their industry before signing up.

Other companies have also seen ‘wins’ by playing up testimonials like this as well. For example, Highrise saw a 102% lift in conversions when they tested a giant image and quote from one of their customers.

But again, having the right testimonials is key here. You can’t just pick one at random.

If you know headlines focused on “saving time” convert well, playing up a testimonial about how a customer “saved money” isn’t going to cut it.

Consider your goals and strategy for the page. Then select your social proof accordingly.

Conclusion

It doesn’t matter if you’re dealing with testimonials, user-reviews or client logos — the bottom line is the same:

Social proof affects different audiences in different ways.

Following best practices is a great starting point. But to squeeze the most persuasive value out of your testimonials, you need to consider things like your audience’s level of awareness and their thought sequence as they hit your page.

Now, maybe the 3 tactics outlined here aren’t a great fit for your prospects. That’s fine.

But it is important that you make an informed, strategic decision about how you use any type of social proof.

Because just tossing testimonials randomly on a page isn’t doing your visitors — or your conversion rates — any good.

About the author: Dustin Walker is a copywriter and partner at Good Funnel — a marketing agency that does in-depth customer research to help online businesses fire up their revenue. Follow Dustin on Twitter @dustinjaywalker.

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3 Unusual Tactics For Making Your Testimonials More Persuasive

I bet you’ve seen this sort of advice before…

When using a testimonial, you should always:

• List the customer’s first and last name
• Include their photo
• Avoid unbelievable, over-the-top praise

Those are all fine tips to follow, but they’re really just starting points.

Optimizing your social proof requires just as much strategy and testing as improving a headline, hero image or call-to-action button.

Because if you just stick to blindly following ‘best practices,’ you could be missing out on a huge opportunity to squeeze more conversions out of your website or landing page. Here’s why:

Social proof affects different audiences in different ways. The complexity of your offer, the demographics of your visitors and a host of other factors all influence how persuasive your testimonials will be.

And that means you may want to try optimizing them in ways that seem counterintuitive at first.

Or even just plain strange.

I’ll get into more detail about this in a moment. But first, let’s make sure we’re on the same page about what typically makes for a convincing and credible testimonial.

Don’t use testimonials unless you’ve seen these tips…

Plenty of articles have already been written offering great advice for using testimonials. And those tips can generally be summed up as:

• Include a photo and other details
  Providing the customer’s first and last name, location or any other relevant details makes testimonials more realistic. But an even bigger factor is including a (real) photo of the testimonial-giver. There’s plenty of research to back this up.
• Use testimonials from people your customers can relate to
  According to implicit egotism theory, we generally trust people who are either like us or who we aspire to be like. And that means strong testimonials are often from folks who reflect how your prospects see themselves.
• Use testimonials from people with authority (if possible)
  The most powerful testimonials come from people your audience sees as an expert or otherwise having authority. In essence, you’re ‘borrowing’ the positive feelings people have toward these individuals (this is called the Halo Effect) when you get their endorsement.
• Reinforce a specific benefit
  Emphasis on specific. Vague testimonials that say things like “great experience” or “tremendous value” won’t connect with anyone. And it might even hurt your conversion rate. Instead, testimonials should be used strategically as ‘proof’ to support specific claims you’re making on your pages.

• OR

• Quash a serious objection
  Research by MECLABS shows that placing testimonials near sources of anxiety (such as the ‘Add to Cart’ button) can ease objections and improve conversions. Bottom line: don’t just randomly sprinkle testimonials throughout your website. First, consider the role they’re playing on the page.

These tips make sense, right?

And if you’ve been in the conversion optimization game for any length of time, I suspect you’re already familiar with most of them.

Now, let’s dive into 3 lesser-known techniques for making your testimonials more credible, engaging and persuasive.

1) Try ‘long-form’ testimonials

Far too many articles give out generic advice like:

“Always keep your testimonials very short.”

Well, no. Not always.

Short, specific quotes from customers may work fine in certain situations. But sometimes a big, juicy testimonial can provide the exact dose of social proof that your page needs. Why?

For the same reasons that long copy can sometimes be more persuasive than short copy. Long-form sales messages often work great when your product is complicated, your audience has loads of objections or the price-tag is high.

As veteran ad man Jay Conrad Levinson puts it:

“Don’t be afraid to use lengthy copy. Of all the things people dislike about marketing, ‘lack of information’ comes in second, after ‘feeling deceived.’”

The trick is to ensure your long-form copy — or long-form testimonial — is interesting and relevant to your audience. Here’s an example:

Long-form testimonials make up the majority of content on Noah Kagan’s sales page for his How To Make A $1,000 A Month Business course. And some of them run well over 500 words!

Now, these testimonials work like sales copy in a number of different ways. But I want to point out one specific technique that makes them so effective: storytelling.

Several testimonials on the page tell raw, human stories about a problem the person was up against and how they discovered a life-changing solution thanks to Kagan’s course.

Take a look at this example:

Dave’s story kicks off with an emotional (and relatable) problem.

He then goes on to tell a story about how the course helped him, eventually building to the ‘climax’ detailing how his life changed afterwards:

In fact, some of the most effective long-form testimonials start with an emotional problem.

Here’s a prime example from the Sweat Block homepage, which was optimized by the team at Copy Hackers. This testimonial follows the tried-and-true problem-agitate-solve copywriting formula:

Now, a customer probably isn’t going to just hand you over a problem-agitate-solve testimonial by fluke. You may need to give them some guidance first.

So ask specific questions when requesting a testimonial. Things like:

• What made you seek out our product/service?
• What was the exact problem you needed to solve? How did it impact your life?
• How did our product/service solve this problem? How did it improve your [business/social life etc.]?

But even if you don’t take a problem-focused approach, the key to using effective long-form testimonials is to make sure they tell a gripping story.

One that will resonate with your target audience in a powerful way.

2) Show your warts (really, it’s OK)

Don’t get me wrong: I’m not saying you should post a testimonial that outright bashes your company.

That’d be weird. And, well, kind of dumb.

But I am suggesting that by leaving some minor ‘warts’ in your testimonials you can convey trust and credibility — if you do it the right way.

One study found that 68% of consumers trust reviews more when they see both positive and negative scores. And a whopping 30% suspect faked reviews when they don’t see anything negative at all.

As master copywriter Bob Bly puts it, “showing your warts” can be an effective marketing technique provided you:

• demonstrate why your product’s weakness isn’t important or
• show how you’ve designed your product to overcome the weakness

This tactic works because arguing against your own self-interest builds credibility.

In this Unbounce article, marketer and entrepreneur Pratik Dholakiya suggests testing a landing page testimonial that tells people who your product isn’t right for. This might involve including a line like:

“This product isn’t for [so and so], it’s for [so and so].”

The beauty of this approach is that it sends the message you want happy, long-term customers; not just quicks sales for short-term gain.

Some brands have used not-so-shiny testimonials in more creative ways to reinforce a key message.

For example, Ship Your Enemies Glitter used to feature a reviews section that told an unfiltered story about their product — one testimonial even mentioned a customer’s pending divorce.

OK, this is an extreme example.

The point is that people are skeptical of both online reviews and testimonials. But by slipping in a few “warts” (in a strategic way), you can give your social proof a shot of credibility.

3) Make your testimonial the ‘hero’

Got a beauty of a testimonial?

One that’s credible, relatable and aligns perfectly with the goal of your page?

Then don’t bury it way below the fold! Instead, play that sucker up big time in the hero section for every visitor to see.

Emphasizing the right testimonial immediately sends the message to prospects that your product solves problems for people who are just like them.

I used this strategy while optimizing a key sales page for LivePlan, which is a SaaS product that helps entrepreneurs write professional business plans.

Research showed us that many prospects had niggling doubts when they hit the page. They often wondered:

“Will this software work for my specific industry?”

It was a big barrier to signing up.

So we created a landing page that targeted just a segment of LivePlan’s traffic: people who wanted to write a business plan specifically for a café.

But instead of us telling the audience “this works for café entrepreneurs like you,” we wanted to prove it to them by making a relatable testimonial the hero of the page.

So we emphasized a quick story about how café owner Brian Sung used LivePlan to write a business plan faster and with less effort. Then we A/B tested the new page.

Here are the two hero sections we tested:

The testimonial-focused variant hauled in a 72% boost in paid conversions, which translated into a 53% increase in revenue (when you consider average order value).

There were a few other variables at play here. But ultimately, I believe that this relatable testimonial proved the hypothesis that LivePlan customers needed to feel confident that the product would work for their industry before signing up.

Other companies have also seen ‘wins’ by playing up testimonials like this as well. For example, Highrise saw a 102% lift in conversions when they tested a giant image and quote from one of their customers.

But again, having the right testimonials is key here. You can’t just pick one at random.

If you know headlines focused on “saving time” convert well, playing up a testimonial about how a customer “saved money” isn’t going to cut it.

Consider your goals and strategy for the page. Then select your social proof accordingly.

Conclusion

It doesn’t matter if you’re dealing with testimonials, user-reviews or client logos — the bottom line is the same:

Social proof affects different audiences in different ways.

Following best practices is a great starting point. But to squeeze the most persuasive value out of your testimonials, you need to consider things like your audience’s level of awareness and their thought sequence as they hit your page.

Now, maybe the 3 tactics outlined here aren’t a great fit for your prospects. That’s fine.

But it is important that you make an informed, strategic decision about how you use any type of social proof.

Because just tossing testimonials randomly on a page isn’t doing your visitors — or your conversion rates — any good.

About the author: Dustin Walker is a copywriter and partner at Good Funnel — a marketing agency that does in-depth customer research to help online businesses fire up their revenue. Follow Dustin on Twitter @dustinjaywalker.

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7 golden steps to creating an effective email newsletter

Do you remember the theme song to “The Golden Girls”? Sing it with us: “Thank you for being a friend. Traveled down the road and back again. Your heart is true, you’re a pal and a confidant.” In the world of email marketing, guess whom your customers’ pal and confidant is? Ding, ding! Your email newsletter — and there’s research to prove it!

According to the Nielsen Norman Group’s extensive Email Newsletter Usability report (based on 270 email newsletters across 6 different countries), readers feel an emotional attachment to their email newsletters:

“Newsletters feel personal because they arrive in users’ inboxes, and users have an ongoing relationship with them… The positive aspect of this emotional relationship is that newsletters can create much more of a bond between users and a company than a website can.”

So how do we keep that bond with our customers and ensure we remain connected to our readers? Follow these seven steps and you’ll be golden.

1. Be informative

Being informative and relevant is the be-all, end-all in the newsletter realm. Telling useful and compelling stories is also how we catch up with friends. If your email looks like a newsletter, but isn’t full of valuable, interesting, educational content, then it isn’t really a newsletter, nor is it a very good friend. But what do people consider valuable content?

According to the Nielsen Norman Group, more than 40 percent of users said that each of the following aspects make for valuable email newsletters:

• Work-related news or company actions (mentioned by two-thirds of users)
• Items about personal interests and hobbies
• Items about events, deadlines, and other important dates
• Reports on prices or sales

Lisa Lillien, aka Hungry Girl, has an enlightening daily newsletter (with more than 1 million subscribers!). If you love food, but you’re watching your weight, she’s got the know-how on just about everything – including newly released low fat/cal sweets, eats, and recipes. Starting with just an email newsletter in 2004, Hungry Girl today has exploded into “New York Times” bestselling book deals, a Food Network TV show, and features on “The Rachel Ray Show,” “Good Morning America,” and more. Looks like an informative newsletter pays off!

Here are some examples of informative content you can include in a newsletter:

• Blog posts
• Tips, tactics, how-to’s, and tutorials
• Industry news/third party news
• Events, dates to remember, and holidays
• Interesting facts
• Reviews
• Photos
• Contests/contest winners
• Resources
• Company news: updates, improvements, new products, awards, volunteer projects, etc.
• Infographics
• Webinars or videos
• Testimonials
• Recipes
• Fan photos

2. Lose the (sales) hype

People like to be informed of sales, but selling shouldn’t be the main focus of an email newsletter — send your offers in promo-specific emails. Think of your newsletter as a trusted friend that your reader has let into their “home” (i.e., the inbox). If someone lets you into their home and you instantly transform into a pushy salesman, they’re going to think twice about opening the door for you again. Your newsletter is no different. If you want to plug a sale or a product in your newsletter, do so like a friend would: “Did you know we’re having a friends and family sale this Saturday? You can save 50%!” and leave it at that.

3. Keep it brief and aim for a click

Guess how long the average person spends reading a newsletter? 51 seconds. Don’t let that get you down, though — attention spans are spread thin. Keeping your content scannable with content blocks, brief blurbs, snapshots, takeaways, or bullet points, and including call to action buttons, will give your readers’ tired eyes some relief. But remember, friendship is give and take, and you deserve something too. Satisfy your readers with just enough info, but leave them eager to learn more. Lead readers back to your site, blog, or social media network for more info. The point of a newsletter isn’t to make a sale; it’s to build a relationship with your audience, to inform and educate, and to snag some clicks. All of which, with any luck, will eventually lead to a sale.

Put clear, strong, and specific calls to action after each content block so your readers know they need to “Learn More,” “Read More,” or “Watch the Video” for more juicy details. 

4. Be reliable and consistent

Flaky friends: We have them, we love them, but they’re unreliable, unpredictable, and the more they flake, the less likely we look to them for friendship. The same goes for your newsletter. If you tell readers to look for your newsletter each week, you’d better be there. Pick a frequency, whether it be daily, weekly, monthly — and stick to it. Make sure to tell readers on your opt-in form just how often they can expect to hear from you. Some people don’t like surprises, last-minute drop-ins, or no-shows.

According to the Nielsen Norman Group, “69 percent of users said that they look forward to receiving at least one newsletter, and most users said a newsletter had become part of their routine. Very few other promotional efforts can claim this degree of customer buy-in.”

5. Have a compelling opening line

First impressions are important for establishing any type of relationship, professional or personal. How you introduce yourself to someone can pique or fizzle the listener’s interest in continuing a conversation. The same goes for your email newsletter’s subject line. If the subject line isn’t compelling, interesting, intriguing, or thought provoking, your reader may not make it past “Hello.” In fact, as the Nielsen Norman Group found, “Some users who forwarded email newsletters on to others said they sometimes changed the subject line to make it more interesting.”

In your “From Label,” state clearly whom the email newsletter is coming from. Typically, use your company name instead of your personal name.

When crafting your newsletter subject line, avoid using generic lines like: June Newsletter, Your Monthly Newsletter, This Week’s Newsletter, The Insider. Make sure to take advantage of your pre-header, too — it’s like a secondary subject line (and possibly a second chance to make a good impression!).

The word “newsletter” isn’t instructive or informative, and it pushes valuable information out of view in your readers’ inboxes.

6. Respond

Nothing’s worse than talking to a friend who clearly isn’t listening. You ask a question and all you get are crickets. Using a “do not reply” email address when sending out a newsletter indicates to recipients that any responses will not be seen or answered. Allowing customers to reply to your email newsletter, and in turn responding to those inquiries or comments, lets your readers know a friend is listening on the other end. You’ll also receive valuable insight, feedback, and questions that very well may improve your newsletter for next time.

7. Let them opt out easily

Breakups are rough, but would you rather someone break up with you calmly, or unknowingly throw you under a bus? A person unsubscribing from your newsletter is just a fact of life, and it’s nothing to take personally. However, the harder you make it for someone to unsubscribe, the easier it allows them to click that seemingly insignificant “spam” button, and under the bus you go. Let your readers go easily if they so desire (they can always come back!) and make your unsubscribe link easy to find. Otherwise, sitting in a spam box will only cause your delivery, open, and clickthrough rates to go down.

Creating a personable, presentable, and effective email newsletter takes work, but it creates a friendship with your customers that most marketing strategies can’t. Follow these seven golden steps, and your customers will “thank you for being a friend.”

VR Buzz is the inbox friend you’ve been waiting for Our biweekly newsletter delivers great email tips, guides, and inspiration like this. Subscribe

Editor’s Note: This blog post was originally published in June 2013 and has been revamped and updated for accuracy and relevance.

© 2017, Contributing Author. All rights reserved.

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