How do you avoid losers as clients? How do you completely sidestep the clients that don't pay, cause trouble and push you around? Surprisingly, the answer lies in testimonials. There are elements of testimonials that cause clients of a certain kind to get attracted to you. So how do you harness that latent power of testimonials? And how do photos, details and tone come into play? Find out in this podcast. -------------------------------------- In this episode Sean talks about The whole concept of testimonials and why we are more like elephants. He covers: Part 1: How photos act as a mirror on your website Part 2: Why you need to explore the detail in your testimonials Part 3: What is tone and how does it affect your testimonials Right click here and 'save as' to download this episode to your computer.  -------------------------- Useful Resources and Links 5000bc—How to get reliable answers to your complex marketing problems? Learn more about Testimonials—The Secret Life of Testimonials Psychotactics Newsletter—Weekly slightly crazy, mostly zany marketing newsletter-------------------- To subscribe to the podcast, please use the links below:   iTunes   |  Android   |  E-mail (and get special goodies)   | RSS The  Transcript This is the Three Month Vacation. I’m Sean D’Souza. African elephants are one of nature’s most amazing communicators. They rumble, they roar and snort, scream, and they trumpet. Yet most of their communication is never heard by humans because it is on the level of infrasound. Infrasound is an extremely low frequency rumble that falls way below the hearing range of human, and yet humans can feel t sound. Michael Garstang, a meteorologist at the University of Virginia explains how elephants communicate. Many of the rumbling calls occur at the level of infrasound. This is a very low frequency rumble that’s below the audible hearing range of humans, he said. Humans can hear the upper end as a rumble, although you’re not hearing it in your ears. It’s more like feeling the vibrations in your diaphragm. This feeling, rather than hearing, is what we encounter when we run into the concept of testimonials. Today we’re going to look at this whole concept of testimonials and why we are more like elephants. We’re communicating through this infrasound, this low level. We can see the testimonials but we’re not exactly paying attention to what’s written there or what’s presented to us. Instead, we’re kind of communicating in a completely different way. What are the way that testimonials communicate that we’re not aware of but we can feel? The three elements that we’re going to look at today are the photo, the detail, and the tone. Let’s start off with the first one, which is the photo. Part 1: The Photo If you were to go to a dating site today and start to look at the photos, you would find that something very interesting starts to fall into place. That is you are choosing some people’s photos over other people’s photos. Why do we do this? It’s because we recognize something within the photos, and that something draws us to that person. Now this doesn’t just occur on dating sites. If you go to a marketing site, and let’s say you look at the site where you have all these promises like become a millionaire overnight or get these results very quickly, look at those photos. As you scroll down to photo after photo after photo after photo, you find that you don’t really like many of those people, but you haven’t read any of the testimonials. You’ve scanned them but you haven’t really read the detail in the testimonials, and yet the photo is sending this low frequency message. This photo is telling you these people aren’t like you. They are different somehow. They’re more greedy or they want quicker results. They don’t want to work for it. Even if you had not a single word of text on that page, you would still feel uncomfortable. Then you could sense someone who wanted that kind of result, who wanted to be that m