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

by: JodieKastner
Total views: 10 | Word Count: 602

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.

Most customers give the same type of testimonial. I call it a Before and After testimonial. He tells you the problem he had, and how this product solved it. This type of testimonial is definitely better than just saying, "I loved your product!" but in today's market you need to go one step further.

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!

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.

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 angle will work best?

* What are the key benefits I want to emphasize?

* Which one could this story reinforce or support?

* 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!

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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Are you ready to take your copywriting career to the next level? Before writing another piece of sales copy, discover the copywriting secrets that will dramatically improve your response rates.

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

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