Copywriting Basics – Creating Testimonials That Sell Like Crazy!

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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.

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.

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.

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.

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?

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.

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:

* What angle will work best?

* Which key selling points do I need to reinforce?

* Which one does this story support the best?

* 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!”

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.

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!

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