Launching a New Product? These 5 Tips Will Get You the Testimonials You Need

girl with butterfly net - how to capture those elusive testimonials

Take a moment to try this thought experiment … At what point in your life did you look at your birth certificate to confirm that you were indeed born on the day that your parents said you were born?

For most people, the answer is never. You simply took your parents’ word. Because you trusted them.

Your parents hopefully did a lot of things to help build that trust — like feed and clothe you, teach you lessons, play with you, and protect you. People who don’t have that experience, however, feel something entirely different: they question everything. They don’t inherently trust.

For most of us, though, if we read or hear something from someone we know, like, and trust, we accept it without question.

As an entrepreneur, you need to think of your customer as a child who’s been burned one too many times. Who’s been hoodwinked, ridiculed, and neglected. Who’s defensive, reserved, and hard-nosed.

In fact, this is the case. Your job is to win the trust of that child.
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How to Use Scarcity to Get Lazy People to Act (Without Being Shady)

how to use scarcity like a pro, not a hustler

Let’s be honest with each other for a moment.

Both you and I know we are lazy when it comes to activities that don’t appeal to our self-interests. We stall. We resist. We ignore.

This is not a bad thing, mind you. In fact, it’s necessary. We do it to protect our limited resources. You and I only have so much time, energy, and money.

As digital marketers, however, with products we wish to sell, we need our audiences to overcome their resistance to taking action.
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10 Innovative Approaches to Creating a Minimum Viable Product

the perfect time to prepare for a launch

Where I live, you can tell when summer arrives.

Long rows of plowed dirt as far as the eye can see. Dense waves of green wheat bending beneath the wind as far as the eye can see. Knee-high corn stalks as far as the eye can see.

It’s a perfect time to break out the cut-off jean shorts, steel beverage tub, and a Russian science fiction novel.

Circumstances may be different for you, but no matter where you are, the slow pace of summer is also the perfect time to prepare for a product launch.

Why prepare in the summer? And why launch a product?

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The ‘Short Copy’ Trap When Offering Free Opt-In Content

how to use the power of the free offer

The other day I was walking to our neighbor’s house to let his dog out. It was noon, bright, and hot. No wind, my hands in my pockets, my thoughts somewhere else.

As I rounded the corner, I ran into another neighbor — a thick, weathered man with short black hair. He was rolling a lawnmower to the end of his driveway.

He said, “You know anyone who wants a free lawnmower?”

I stopped and contemplated his offer. A free lawnmower? “Does it work?” I said.

“Yep,” he said.

I don’t need a lawnmower — mine is less than a year old — but the resourceful spirit of my grandfather said take it. You can figure out what to do with it afterwards.

That’s what free can do to you.

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The Disgustingly Simple Rule for Web Writing That’s Often Hard to Swallow

how to make your web writing easy to digest

Editor’s note: This article was Demian Farnworth’s first guest post on Copyblogger, published on January 14, 2009. Demian is now Chief Content Writer for Copyblogger Media and host of Rough Draft on Rainmaker.FM, so we’re re-running these tips again today as a reminder that in the long game of content marketing, everyone starts at the bottom.

In 1964, Richard Hofstadter wrote a Pulitzer-prize-winning book called Anti-Intellectualism in America. This rich, thorough book exposed the thread of anti-intellectualism that runs through the culture of practical America.

For example, even though the founding fathers were sages, scientists, and men of cultivation, the Federalists attacked their curiosity and idealism as too trivial for important affairs.

Did you know there’s a thread of anti-intellectualism running through good web writing and design? In fact, web usability demands mindless writing and design.

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8 Conversion-Boosting Ways to Personalize Your Content

how to get personal

Quick quiz: What would you be willing to give up to receive information that interests you?

Chocolate for a month? Your smartphone for a day? Sex?

Sounds crazy, but according to a July 2013 study by Janrain, 25 percent of adults would be willing to give up chocolate for a month to receive content tailored to their tastes.

Twenty-one percent said they would give up their smartphones for a day. And yes, there were people who said they would give up sex to receive information that interests them. Thirteen percent, in fact.

And not just for a day. Nor a week. No. They would give up sex for an entire month.

A month.

Think what that says about the pleasure people get out of personalized information — content that adapts to the right person at the right time.

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