Copywriting Tips - How To Create Powerful Testimonials
Posted by: Jason Smith in Web Marketing, tags: Web MarketingGreat 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.
Instead, why not go out and find those great testimonials yourself. It’s not hard, and you’ll end up with rich real-life testimonials that highlight specific selling points in your copy. Just imagine how much easier your job will be when you’ve got a stack of powerful testimonials like that!
Most customers give the same type of testimonial. I call it a Before and After testimonial. He tells you the problem he had, and how this product solved it. This type of testimonial is definitely better than just saying, “I loved your product!” but in today’s market you need to go one step further.
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.
Take some time to review your notes. Then ask yourself a few questions:
* What is the best angle to use?
* What are the key benefits I want to emphasize?
* Which one could this story reinforce or support?
* 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.
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.
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!
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