Copywriting Tips And Tricks

Not many people seem to know what a testimonial should
read like. I see poor testimonials all the time whenever
I do critiques for clients.
Do you know what a good testimonial looks like?
An effective testimonial should have the following elements in them:

1. Specific – Be clear about what the product did for you. Not that
you love the creator and the product owner is a nice person. Generalities mean
nothing.

2. Comparative – What was life like before the product compared to life
after the product. That’s why those before/after pictures in the weight-loss
market are so effective.

3. Illustrative -give a case study if possible. Show the numbers.

4. Believable – avoid superlatives (another way of saying “be honest”)
and just say what the product did for you.

5. Vision casting -what you hope to do with the new benefits you now enjoy.

Now you know how to give a good testimonial the natural question is how do
you GET good testimonials for your products. Of course it is not ethical
to coach or force the testimonial. But most satisfied customers may still
be intimidated about saying the “right” things.
So the best way is to ask appropriate questions in a “survey” that convert
everyone of those points into a question.
For example,

1. What SPECIFIC benefit did you get from my product?
2. How has things changed for you since you used my product?
3. Can you give me some numbers, examples, etc?
4. Without going overboard describe in everyday words the new benefits you now enjoy (if you honestly do of course.)
5. How do you see your life in the future now you have my product?

You may have to adapt these questions to your particular situation but at least you’ll have these 5 elements covered.

-Ray Edwards

Filed under: Marketing Tips