Why You Can't Trust     
Online Testimonials

...Because most of them are directly or indirectly bribed. They are
solicited; the opposite of the type of testimonial that is the best and
actually believable--the "unsolicited" testimonial.

Most testimonials are bribed--even by the legit companies. Apparently
this is considered "O.K." Folks giving the testimonials do so voluntarily,
but with the understanding that they will be getting something in
return. Something like 50% or more off the product they're gushing
about.  (And, in the case of "launch partners," potentially big bucks in
commissions.)

          One of the best things that a person stands to get from
                           giving a testimonial is exposure.

Because by submitting one, your name and website is now going to be
exposed to many other aspiring internet marketers, giving you free
publicity and thus, traffic to your own website. As a matter of fact, in
my inbox is another request for a testimonial for a product that I've
never even used yet!

I'm requested to email my JPEG portrait photo and record my testimonial
on his 1-800 line. In return for this, I stand to get "a tremendous
amount of exposure to targeted traffic..." (due to my signature block
and link back to my site.) Now, I happen to know that the guy who is
promoting this product is squared away. And I've bought and used a
couple of other things he's promoted...

                           But it's still a bribed testimonial.

Because giving my testimonial with my photo and signature block is
like free advertising for me! (And I haven't even tried the product.)
This is part of the reason why Internet Marketing can be described as
a "self-licking ice cream cone."  (See the article here with the same
title.)

            A blind man could see the conflict of interest here!

Nevertheless, lots of testimonials for a product is generally a good sign.
You gotta figure if the product or service is truly crappy, not even
bribes would suffice for normal people. (Even if we are all a bit greedy;)

However, lots of testimonials--I'm talking ones with photos and audio
and maybe even video--still don't guarantee that the product they're
promoting is as great as they're making it out to be.

This is usually due to...

                          Greedy "Launch Partners"

I recently bought a high-ticket item--a comprehensive software for
managing affiliates and partners and all sorts of transactions with one
centralized script. The sales page was full of audio/video/photo
testimonials. These people spoke of this product as if it actually made
them younger, stronger, and better-looking. I'm not kidding, I've never
read and heard people gush over any product so enthusiastically
before...

     I was sucked in like a starry-eyed groupie at a rock concert.

But it turns out these people were just greedy "launch partners"...
 
After having a helluva time getting through the technical details of
how to use the script, I finally went to the forum set up just for this
product. The forum was a decent size for one product. But most posts
were questions and answers about how to install and use the script
(even though this was not the sole intention of creating the forum).

But here's the kicker:  There was one section entitled, "Testimonials."
Just this very moment I returned from that forum to see if this section
has changed in the last 3 months...it hasn't: there are still "0" ZERO
testimonials for this product. There IS one post in the "testimonials"
section: It's from the script's author/site owner--requesting that
will someone please write a testimonial!

    All those 'tearful' testimonials on the SALES page
    for this product...

     yet ZERO on the page setup for testimonials
  from people who ACTUALLY bought the product!

This phenomenon occurs when a big 'guru' has a track record of good
products, but happens to come out with a product that's (at least,
initially) not-so-good:

He'll give a copy of his newest release to his "launch partners"--who 
are often gurus and/or "super affiliates" themselves--in order to give
his product a good launch.  But these launch partners are busy as hell 
with their own product developments and can ill afford the time to
check out this newest whiz-bang software. 

Being greedy, however, they don't want to miss out on the affiliate
commissions they stand to get from a big launch.  Besides, they're
confident the product will be just as good as the last ones from this
same guru...

So they speak about the product as if they are intimately familiar with
it when, in fact, they have no idea it's crappy.

           Of course, the best, most believable testimonial is 
                      the vaunted "unsolicited testimonial."

This is a whole 'nother level of testimonial; in a league all its own. You
can be sure that if someone has lots of unsolicited testimonials, that
they and their product or service is above reproach.

By the way, a few popular internet marketers who get unsolicited
testimonials regularly are Dave Vallieres, Dr. Ken Evoy, Mark Hendricks,
and Mark Joyner (although Mark Joyner is technically NOT an "internet
marketer" but a public speaker now.)

The most ethical way to solicit testimonials is not to bribe them, but to
simply ask for them.  Which means asking for them with wording that
makes it clear that you only want testimonials from folks who've
actually tried your product/read your e-book and like it. 

Also make it clear that you won't make their URLs to their own sites
"live"/into "hyperlinks." (Because you don't want to make it easy for
your visitors to leave your site.)  This way, you get most of the
advantages "bribed" testimonials without the disadvantages.

Of course, getting totally unsolicited testimonials would be great,
however, you have no control over that.  In the meantime, ask for
them using the above simple method and continue to strive for great
products and customer service.  This way, it will only be a matter of
time until you do receive UNsolicited testimonials!