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Section 8 From The Dynamic Copy Manual
Use Proof And “REAL-LIFE” Testimonials To Go
Beyond Facts And
Gracefully Generate…
Believability — TRUST
and Credibility.
Before I get into this foundational testimonials training
let me say…
You simply can’t beat — REAL LIFE “Video testimonials”
Please take ten minutes and watch a few of the videos here…
www.NewCopySecrets.com
It’s excellent “Visual Copy”
Okay now, here’s Section 8…
You can make all sorts of claims in your sales letter about what your product or service will do. But it means zip unless you can PROVE what you’re saying true!
How do you do this?
Well, sometimes this means presenting statistics or research findings. If you’ve got an impressive list of things like this, you could definitely highlight them using bullets in your copy.
If you’re focusing on one BIG “discovery” or research finding, it could become part of the compelling story you tell.
Whatever you have to help prove your case – no matter how small – ALWAYS find a way to include it in your sales letter. You never know … it could be the one thing that pushes your prospect over the edge and gets him to buy.
But something that you should know is that …
Proof Is MUCH More Than Just
Facts or Statistics!
You’ve got to provide “social proof” as well. This is often considered one of the most powerful types of proof you can use. What I mean when I say social proof is …
If you can show your prospect that other people JUST LIKE HIM are using your product - and enjoying the benefits you’ve promised in your sales letter … you’ve won half the battle RIGHT THERE.
That’s part of the “power” of testimonials.
They create confidence through the experiences customers have had using your product.
They show the reader what they can expect if they buy your product and put it into action.
Ultimately, testimonials are proof that your product works.
That said — I’ve found there is so much MORE we can do with testimonials. I’m not exaggerating when I say …
A Testimonial Is One of A
Copywriter’s MOST Powerful Selling Tools …
But Only If It’s A Great One!
Of course you can see great examples of real-life video testimonials over at…
Seriously – it’s a good study — they are great lessons in well done “copy.”
Here’s what Florence Tivoli, who recently enrolled in the coaching program, emailed me – note what she says about the testimonials…
What I did first with New Copy Secrets was listen to all the testimonials down the left.
I liked the differing expressions, they each described something different.
Then I read the copy - very easy on the eyes, no screaming words there or anywhere.
You can see what Florence means by clicking here…
The trick is knowing the difference between a weak testimonial, a “standard” testimonial and a powerful one.
As a copywriter, you’ll probably be dealing with “regular people.” By this, I mean people who aren’t in marketing or sales and don’t have a clue what makes a good testimonial.
They don’t know what to say. So what usually happens is they say something vague like, “I love it” or “She’s so nice,” etc.
This kind of testimonial isn’t just weak … it’s lame!
Your reader wants details. They want to know what happened.
To avoid this, copywriters frequently use testimonials that show a great “Before And After” result.
Unfortunately, “Before and After“ testimonials are now so common they’ve lost much of their effectiveness. They’re expected – and not as believable as they were in the past.
Sure …it IS way more effective than a lame “We love your product!” – but to me, it’s a lost opportunity not to fully communicate their experience.
The truth is … you can do a LOT better.
For great copy, you want to get richer, more powerful testimonials. That’s why we should also try to find testimonials that …
- Trigger the pain of the problem needing to be solved.
- Reveal a powerful Real-Life Tidbit or event.
- Create curiosity.
- Are provocative.
The following two types of testimonials are particularly prized. They’re not so obvious and therefore more attention-getting to the reader.
These are testimonials that…
- Overcome a hidden objection.
- Satisfy a hidden benefit.
You see, we don’t merely want a “same-old — same-old” testimonial.
We want it to be RICH!
We want it to have DIMENSION!
This means we need BETTER “material” to work with!
The good news is … it’s not that hard to do!
Instead of settling for the testimonials that come to you – go out and GET them!
With just a little work, you can have a pile of them. And get this … they will each focus on a different selling point in your copy!
Go here – www.NewCopySecrets.com — they are real testimonials but you’ll note how rich they are.
This is what you do…
Grab your list of satisfied customers and start interviewing them. Spend 20 minutes talking to each one. Think of it as a “search and find” mission — and your job is to uncover the emotional stories behind those typical Before and Afters.
Now, here’s is the important part …
When you’re through interviewing the customer, ask him if he’d be willing to give a testimonial. If he says yes, offer to “type one up for him” based on the conversation you just had. When you’re finished, you’ll send it to him for his approval.
Surprisingly, most people will jump at this suggestion. If you’ve done a good job interviewing them, you’ll have great material to work from. You can go to work crafting the best testimonial possible.
In the purest sense, you don’t “write it for them,” rather you take the material you’ve gotten and decide the best way to position it, using questions like these …
- Which angle would you like to take?
- What selling points are you trying to make?
- Which one could this particular story reinforce or support?
- What can you use that will make your prospect think, “Hey, that guy is just like me!”
Now please do it – jump on over to www.NewCopySecrets.com — you won’t see any better examples.
Can you see how powerful this is?
How much more effective this type of testimonial will be?
To be clear, I do NOT advocate writing fake testimonials. That’s just flat-out immoral and NOT the kind of behaviour an ethical copywriter should even think about.
However …
I DO advocate interviewing customers and taking their words to make THEIR point in an abbreviated and more effective way.
To see what I’m talking about you can also take a look at the testimonials at
http://www.DynamicResponseMarketing.com
The truth is…
Interviewing is a simple and effective way to generate powerful testimonials.
The key is knowing how to guide the conversation – so you’re able to uncover the right kind of information in a short period of time. You can learn more about how this is done in section 16 – Mastery for Serious Copywriters – at the very end of this manual.
If you want to check out “Interviewing For Copywriters” just click here…
http://www.realitycopywriting.com/interviewing
You’ll be amazed at the different angles and opportunities you’ll uncover. Chances are you’ll even end up with some great real-life stories you can use in your sales copy, too!
Once you’ve got the material … it’s just a matter of positioning it properly.
This is the power of interviewing. You get more material offering different opportunities and angles from which to position the testimonial. You can use something deeper and richer, instead of the typical – and often lame – “Before And After” version.
To better understand the power interviewing can have on your copy – and the entire copy just visit this site.
http://www.realitycopywriting.com/interviewing
What you end up is a testimonial other copywriters would DIE for. Your testimonial will be one that …
- Is laser focused on a specific, key selling point in your copy.
- Speaks directly to your prospect’s needs and desires.
- Uses your customer’s words … only better!
Take the time to contact customers. Do a quick Intimate Interview with them. Uncover the benefits they found from the product. Craft a testimonial that reveals their persona and their experience – with a bit of “real life” thrown in. Get it approved by the customer, and then … weave it into your copy.
You’ll be thrilled with the added dimension it adds to your copy, and more importantly … the added sales it brings for you and your client!
Again — To see strong real life testimonials – in video – just go here…
And to experience the potent value interviewing can have on your business listen to Terri and Suzanne’s testimonials here…
And then visit…
http://www.realitycopywriting.com/interviewing
Hope to speak with you soon,
-Shaune
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