Copywriting Basics - Creating Testimonials That Sell Like Crazy!

by: JodieKastner
Total views: 13 | Word Count: 587

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.

Instead, why not go out and find those great testimonials yourself. It's not hard, and you'll end up with rich real-life testimonials that highlight specific selling points in your copy. Just imagine how much easier your job will be when you've got a stack of powerful testimonials like that!

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.

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!

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 simple, and it's the key behind getting the best, most powerful testimonial possible.

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.

Go through your interview notes and ask yourself:

* What is the best angle to use?

* 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?

* What parts will make my prospect think, "Hey, that guy is just like me!"

Just imagine how much more powerful and effective these type of testimonials will be. All of the different angles you can take and the great real-life tidbits that you can weave through your sales 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.

You'll have a testimonial that's written in your customer's words, only better. It's laser-focused. It addresses key selling points and reveals real needs and desires that your prospect will immediately connect with. It's a testimonial that most copywriters only dream about!

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