+ RSSCopywriting Basics - Creating Testimonials That Sell Like Crazy!
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.
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.
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.
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.
Go through your interview notes and ask yourself:
* 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!"
Can you see how powerful this is? How much more effective this type of testimonial will be? You'll be amazed at the different angles and opportunities you will uncover. Chances are you'll even end up with some great real-life stories you can use in your sales copy too!
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.
You'll have a testimonial that's written from your customer's own unique perspective. One that's focused on the exact benefit you want to emphasize, and talks to your prospect's real needs and desires. A powerful testimonial that's written in your customer's own word, only better!
