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Internet Marketing Articles Copywriting Articles Copywriting Basics - Creating Testimonials That Sell Like Crazy!
Internet Marketing Articles Copywriting Articles Copywriting Basics - Creating Testimonials That Sell Like Crazy! | Copywriting Basics - Creating Testimonials That Sell Like Crazy! |
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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.
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. Don't wait for great testimonials to come to you. Go out there and get them! When you do, you'll be able to get testimonials that highlight certain key benefits. This lets you show your prospect that someone just like him has used this product and gotten great results! 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. For great copy, you want to get richer, more powerful testimonials. The good news is it's not that hard to do! In fact, with just a little work, you can have a pile of testimonials -- each focusing on a different selling point. All you have to do is go out and get 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? When you're finished, you are ready for the next step. This is where you take the information you just gathered and transform it into the strongest testimonial possible. 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! Once the customer gives you the go-ahead, your job is to take what you have and turn it into the most powerful testimonial you can. If the interview has gone well and you've asked the right questions, you will have a lot of great material to choose from. Go through your interview notes and ask yourself: * What is the best angle to use? * Which key selling points do I need to reinforce? * Which one does this story support the best? * What is the best way to use or position this story? * Is there some part I can include that will make my prospect stop and think, "Hey, that guy sounds just 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. Interviewing is a great way to get powerful testimonials for your copy. The key is understanding how to guide the conversation so you can get to the "good stuff" in a short period of time. Then it's just a matter of positioning it properly. 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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