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.
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.
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!
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.
At the end of the interview, ask if he would be willing to give you a testimonial that you can use. If he says yes, ask if he would like you to type one up based on the conversation you just had. Most customers love this idea, especially when you tell them that they will have final approval on how it's written.
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.
Start by reviewing your interview notes and asking yourself a few questions:
* Which angle should I take?
* Which key selling points do I need to reinforce?
* Which one could this story reinforce or support?
* 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!"
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.
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. 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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