Copywriting Tips - How To Create Powerful Testimonials
Every great copywriter knows that a testimonial can be one of your best selling tools. Unfortunately, you won’t always be handed a pile of powerfully worded testimonials. The good news is that you don’t have to settle for weak ones — even if that’s all you have to start out with.
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.
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!
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 selling points do I want to reinforce in my copy?
* Which one could this story reinforce or support?
* How can I position this testimonial for maximum effect?
* 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 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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