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In today’s Internet marketing world we are so used to seeing those long sales pages with a huge list of testimonials including plenty of smiling faces, sometimes audio and even video comments endorsing a product or service or person.

The last few days I’ve been preparing my first draft of the sales page for Blog Mastermind in preparation to hand it over to my friend Will Swayne for a review, who knows copywriting better than me, and then to a paid copywriter for a final review (apparently copy is important or something!).

In some ways I think having a long-form sales page is a necessary evil when it comes to selling online. I realize a lot of people will join Blog Mastermind just on the back of knowing me and sampling my work. They will probably scroll straight to the first “join” button and sign-up, ignoring all my carefully constructed copy. That’s great of course, yet I can’t simply launch a product with a page that says “join” on it because I’ll be loosing a lot of potential clients.

There will be those who come to Blog Mastermind with little prior relationship with me, or with certain sticking points they have to move-past before they will join. It might be looking for a money-back guarantee, or a demonstration of proof that I actually make money from blogging, or a further explanation of how blogs make money in the first place. All these issues need to be addressed in the sales page, along with all the other classic sales page triggers that copywriters know and utilize as staples of their craft.

Many people hate long sales letters, I’ve felt similar feelings at times myself, but the fact is, when you need to address all the possible concerns or questions a potential customer has, the long sales page is a stable performer. I could on about the long sales page, including some interesting evolutions I’ve seen coming from the Ari Galper/Perry Marshall clan, but I’ll save that for another article. Today I want to talk about testimonials.

Yaros Blog