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.
Why do I say that? Because nowadays everyone gives Before and After testimonials. They've become common and after awhile they start to all sound alike. They simply aren't as powerful as they use to be.
To get your prospect's attention, you want to have testimonials that talk about specific benefits or selling points in a way they can relate to. If you don't have them, it's just a matter of getting out there and talking to customers.
The first step is to get the names and contact information of key customers. Call them up and arrange a time to "interview" them for 20-25 minutes. This will be your chance to uncover interesting, real-life stories your prospect can relate to.
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.
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.
Go through your interview notes and ask yourself:
* What is the best angle to use?
* What selling points do I want to reinforce in my copy?
* Which one is best supported by this person's story?
* 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!"
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 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. Before you write another piece of copy, find out about the copywriting secrets that will dramatically improve your response rates.
