Copywriting Tips - How To Create Powerful Testimonials
If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!
As a copywriter, you’ll find that many of the testimonials you have access to aren’t as good as they could be. They might be too vague, or just plain boring. If that’s the case, don’t think you have to use them. Testimonials can be a great selling selling tool for a copywriter — you need to take full advantage of them.
By doing a little extra work, you can go out and get great ones. Testimonials that talk about specific benefits, and connect with your prospect because they are talking more than just “before and after” — they’re telling stories about real people. With testimonials like this, your copy becomes even more powerful.
A typical testimonial is what I call a Before and After testimonial. The customer tells you about the problem he use to have, and how it went away after he started using the product. The Before and After testimonial is a lot better than what we use to see, which was “I love your widget!” But for today’s prospect, you need to do even better.
That’s because your prospect is getting use to seeing Before and After testimonials. Everyone is using them, and they just don’t have the same impact they use to have.
In today’s market, you want to use testimonials that are richer and more powerful. Luckily, you can get a stack of real-life testimonials that will highlight different key benefits. It’s just a matter of going out and getting them.
Grab your list of satisfied customers and start interviewing them. Spend 20 minutes talking to each one. Think of this as a “search and find” mission. Your job as a copywriter is to uncover the rich, emotional stories behind all of those Before and After stories. That’s the first step.
The next step is vital to creating powerful testimonials.
When you’re finished interviewing the customer, ask him if he’d be willing to let you use what he said as a testimonial. If he says yes, offer to type one up for him based on the conversation you just had. When it’s written, you will send it to him for his approval. Surprisingly, most people will jump at this suggestion!
As long as you’ve done a good job interviewing the customer, you’ll have a ton of great material to work with. If the customer has agreed, all you have to do is take what you’ve got and create the best testimonial possible.
Start by reviewing your interview notes and asking yourself a few questions:
* Which angle should I take?
* What are the key benefits I want to emphasize?
* Which one is best supported by this person’s story?
* How can I position this testimonial for maximum effect?
* What parts can I use to make my prospect say, “That guy is exactly like me!”
Just imagine how much more powerful and effective these type of testimonials will be. All of the different angles you can take and the great real-life tidbits that you can weave through your sales copy.
The truth is, there’s no better way to get these type of powerful testimonials. When you know how to guide the interview, you can uncover the “good stuff” quickly — every single time. Then all you need to do is take what you have and position it, and you’ve got a testimonial that will make selling your product that much easier.
You’ll have a testimonial that’s written in your customer’s words, only better. It’s laser-focused. It addresses key selling points and reveals real needs and desires that your prospect will immediately connect with. It’s a testimonial that most copywriters only dream about!
Tags: Internet Marketing
Popularity: 2% [?]
Sphere: Related Content
