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Writing Copy Writing Copywriting How To's - Turn That Testimonial Into A Selling Tool!
Writing Copy Writing Copywriting How To's - Turn That Testimonial Into A Selling Tool!
| Copywriting How To's - Turn That Testimonial Into A Selling Tool! |
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| Written by Jodie Kastner |
| Saturday, 02 August 2008 10:13 |
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As a copywriter, you'll find that many of the testimonials you have access to aren't as good as they could be. They might be too vague, or just plain boring. If that's the case, don't think you have to use them. Testimonials can be a great selling selling tool for a copywriter -- you need to take full advantage of them. 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! 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. Why do I say that? Because nowadays everyone gives Before and After testimonials. They've become common and after awhile they start to all sound alike. They simply aren't as powerful as they use to be. 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. 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. 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 does this story support the best? * 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!" 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. Kindly provided by LJ-Marketing.dk You are welcome to use this article on your own website, if you include the link just before this text. |
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