This article is part of a 12-week course designed for entrepreneurs who are about to go through a product launch. The course goes through creating a content and social media strategy aimed at predicting and increasing product launch success. If you haven’t already, we recommend starting from the first week and advancing forwards.
Up to this point, we’ve covered all of the basics needed to create a solid content strategy. But we still have one extremely important aspect that needs to be taken care of before we can build a sales page for our product launch.
This week we’re going to keep it short and simple. We need to have customer testimonials before we can launch a product. Why are testimonials and reviews so important?
A customer testimonial covers the most basic (and most effective) form of marketing: social proof and referrals.
When you have customer testimonials on a sales page, you are instantly conveying to the prospect that your product is real, it works, and it works well. There is no better way to build trust.
Important: Creating a fake customer review is not only unethical, it’s illegal. The FTC will not be happy with you, and you’ll have a headache that even Excedrin won’t be able to stop.
Getting Your First Reviews
So how do we go about getting our first reviews if we haven’t released the product yet? It’s simple, give your product away for free. But be strategic.
Don’t just give away your product to the average Joe. Remember those product adopters who looked into our company before anyone else? Hopefully you’ve been keeping them up to date, because now is the time for them to get something in return.
Pick a select amount of product adopters and reach out to them. Offer them your product for free in exchange for an unbiased review. Don’t try to bribe free products for 5 star reviews. Doing so could hurt you more than help you.
Do let them know your intentions. Tell them that the review they give you has the potential to be used on your future sales page. If they agree, you can go ahead and send them the product.
Is it possible that they’ll take your product and not send you a review? It’s possible. But go ahead and follow up with them a few times if that happens to be the case. If you’ve been keeping them in the loop about the product, there should be little reason for them to not send you a review.
The cost of the product and the budget you have will depend on how many free samples you can give away. It is best to have three or more product reviews on your sales page.
Also, don’t just aim at getting three reviews back and thinking that it’ll be good enough. There is always a chance that a review you’ll get back won’t be exactly positive. And that’s not the type of impression we want to create on a sales page.
But let’s say you have a very expensive product which just can’t be given away for free. What do we do in that case? The best route to take will be to ask a friend. Let them borrow it for a few days or a few weeks, and once again, let them know your intentions.
Asking for a review from a friend is much easier than from someone you’ve possibly never met before. However, it is also not as beneficial as asking a product adopter.
The reason we would rather ask a product adopter than a friend is because the product adopter is a connector. They already have a following, and the moment they receive a product for free, their following will know about it. This creates additional exposure for you and your brand.
So unless you have friends who are connected and in the same industry, it is usually better to go with a product adopter.
Give away those products, collect your reviews, and get ready for the next week where we’ll be creating a sales page.
Here’s to your success,