Our local marketing mastermind group has an ongoing debate on the best ways to use the testimonials we get. One side says to group them in one section and the other side says to spread them through out the sales piece. We bet a lobster dinner for the winning side. Any thoughts?
Since most people do not give much weight to testimonials, period, lumping them together will have less of an impact than the ones spread out. Plus, you should match the testimonials to the sections of your sales page (categorized). Example: if you sell stereos, put the testimonial, "...and when it is fully-cranked, the speakers don't shake out of control..." in the section that talks about how clear the music still sounds at high volume. If you have miniature stereos: "...and the size is perfect when I put it on my bathroom counter when I am getting ready for work..." Testimonials work better when categorized like that. As a "marketing mastermind group," shouldn't all of you have known this? ~
It's not that we didn't know it, but the purpose of the group is go for quantity of ideas, then determine which ones to use or (quality) as the next step. We never take the "I know everything so I won't ask" positon when it comes to ideas ... and we thank you for yours.
Either way works well. The main point is just to remember to have them on your material. When you weave testimonials throughout your piece, it's often best to set them off visually, so the reader knows they're not a continuation of the paragraphs above or below them. You can make the testimonials looks distinctive by putting them in boxes, using different color for the type, using different margins/line spacing, etc. Including your testimonials this way looks stylish, if they're just quick sentences sprinkled here & there (and not too bulky in word count). It's just a matter of design & layout, primarily. It's not wrong to get creative in how you present your testimonials.
The best way to use testimonials is to have them specifically address objections as they come up in the prospects mind. I actually tested this with a big client of mine and conversion jumped almost 40% Josiah.