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

by: JodieKastner
Total views: 13 | Word Count: 592

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.

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!

The most common type of testimonials you'll find are what I call Before and After stories. This is when the customers talks about the problem he was having before, and how much better things are after using your product. These are much more effective than a lame "We love your product!" testimonial -- but the truth is, you can do a lot 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!

The first step is to get the names and contact information of key customers. Call them up and arrange a time to "interview" them for 20-25 minutes. This will be your chance to uncover interesting, real-life stories your prospect can relate to.

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

When you're finished interviewing the customer, ask him if he'd be willing to let you use what he said as a testimonial. If he says yes, offer to type one up for him based on the conversation you just had. When it's written, you will send it to him for his approval. Surprisingly, most people will jump at this suggestion!

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?

* 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 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 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!

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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Discover how to take your copywriting career to the next level. Before you write another piece of copy, find out about 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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