Copywriting Tips - How To Create Powerful Testimonials

by: JodieKastner
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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.

Here's what I mean. Everyone is using Before and After testimonials now. They've become standard. This has made them less effective than they use to be. Your prospect sees them all the time, and before long they all start sounding the same.

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.

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.

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 is the best angle to use?

* What are the key benefits I want to emphasize?

* Which one could this story reinforce or support?

* What is the best way to position this particular testimonial?

* 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 is a great way to get powerful testimonials for your copy. The key is understanding how to guide the conversation so you can get to the "good stuff" in a short period of time. Then it's just a matter of positioning it properly.

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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