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Copywriting How To's - Turn That Testimonial Into A Selling Tool!

by: JodieKastner
Total views: 6
Word Count: 633

As a copywriter, you'll find that many of the testimonials you have access to aren't as good as they could be. They might be too vague, or just plain boring. If that's the case, don't think you have to use them. Testimonials can be a great selling selling tool for a copywriter -- you need to take full advantage of them.

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.

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.

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.

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.

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.

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:

* What is the best angle to use?

* What are the key benefits I want to emphasize?

* Which one does this story support the best?

* What is the best way to use or position this story?

* 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!

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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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.