Why Testimonials Are a Powerful Tool to Use In Your Marketing

by Duane Lawton

“Nothing is more powerful – and empowering – than the testimony of an individual. It's a personal acknowledgment of realization...and commitment and triumph.”

Robert Kiyosaki
Author, Rich Dad, Poor Dad
Rich Dad Online Forum

You have created your product. You have worked long and hard on it. You’ve done your research before you created your product, so you know there is a market willing to pay for your product.

You have done this, right??

All of the credibility in the world won’t matter if you have no one to sell your product to. But assuming that you have done all of your market research, now you have a problem. You’re unknown and it will be hard to get others to spend their money on your products simply because you think you will be good at persuading them to. You’re going to need some “fire power”. That’s where testimonials come in.

Quick Story

My mother was and still is a very religious woman. Therefore, I grew up in the church, spending most of my childhood and adolescence there. I was in church an average of 3 times a week, every week for almost 15 years! In my church, they had what is referred to as “testimony” service. During this period of time, members of the congregation sing songs and stand up to tell others all of the good things that God had done in their lives. They are testifying to the goodness of the Lord.

Listening to others proclaim with pride the things they have overcome and the joy and happiness God has given them is uplifting and inspiring to people in the church who may be sitting in their seats struggling with situations in their own lives. These testimonials from people who have “been there and done that” are what make churches so popular with people.

It works the same way with your products. Testimonials can make your product popular with others who desire to achieve what you, the author, but more importantly, your followers, have already achieved. Your product is not about you. Your product is not even about your product! It’s about what the results of using your product will produce.

It’s not to say that everyone will have the same opinion of your product. You can take some of the greatest books ever written and you’ll find people who didn’t like the book! You will never get everyone to agree to who the greatest basketball player of all time is for example. I believe that Michael Jordan is the best to ever play the game. Many people agree with me but many people don’t and will name other players that in their opinion are the best.

But even if you don’t believe Michael Jordan is the best player to ever play basketball, you’ll find few people who will deny that he was a great player. And this is what you want to shoot for in your products. You may not write the best book ever written on the subject. But you want your work to be good enough where the credibility of your product can rarely be questioned.

People won’t always believe the promoter no matter how likeable or charismatic he or she may be. It’s all about testimonials! To use another example, take your job search. An applicant may have one hell of a resume and may be very impressive during the interview process. But one of the most important aspects of the job hiring process is the references that others give interviewers on behalf of the applicant.

You are always judged by what others think of you and your products. Testimonials are your key to success!!


Duane Lawton
author of e-book, How to Use Testimonials to Establish Solid Credibility and Send Your Sales Through the Roof!!
http://www.secrets2success.info