Copywriting How To's - Turn That Testimonial Into A Selling Tool!

by: JodieKastner
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Word Count: 580

Great testimonials are a powerful part of a copywriters tool kit. That's why you should never settle for weak, vague or generic testimonials, even if that's all your client has given you.

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.

The most common type of testimonials you'll find are what I call Before and After stories. This is when the customers talks about the problem he was having before, and how much better things are after using your product. These are much more effective than a lame "We love your product!" testimonial -- but the truth is, you can do a lot better.

Here's what I mean. Everyone is using Before and After testimonials now. They've become standard. This has made them less effective than they use to be. Your prospect sees them all the time, and before long they all start sounding the same.

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.

Start out with a list of happy customers. Get on the phone and talk with them. Take a half hour and interview them. Find out what their real story is. Uncover the emotions they felt, the things they worried about or the frustrations they use to have. Why was it so important to find a solution?

The next step is vital to creating powerful testimonials.

As you finish your interview, take a moment and ask the customer you can use what he said as a testimonial for the product. Most likely, he will say yes. When he does, tell him that you'd be happy to type one up based on the comments he's made. Let him know that he will have final approval on it before it's used. Most customers love this idea.

Now it's a matter of taking the information you just got and crafting the best testimonial possible. If you've done a good job interviewing them, you should have some great material to work with.

Take some time to review your notes. Then ask yourself a few questions:

* Which angle should I take?

* What are the key benefits I want to emphasize?

* Which one does this story support the best?

* What is the best way to position this particular testimonial?

* What parts will make my prospect think, "Hey, that guy is just like me!"

Just imagine how powerful this technique is! You will uncover material that lends itself to different angles and selling opportunities. You'll also hear about real-life tidbits that you can weave throughout the rest of your copy.

Interviewing happy customers has got to be the most powerful way to get strong testimonials that support your sales copy. If you understand how to guide the conversation in the right direction, you can uncover the good stuff quickly, every single time. Once you've done that, the only thing left is positioning it properly and you've got copywriting gold!

What you end up with is a testimonial other copywriters would die for. One that's laser-focused on a specific, key selling point in your copy. One that speaks directly to your prospect's needs and desires. One that uses your customer's words only better!

About the Author

Discover how to take your copywriting career to the next level. Don't write another piece of sales copy until you find out about the copywriting secrets that will dramatically improve your response rates.  

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