Listen up folks, I’ve got something to tell you that really puts me (yes ME) at the bottom of the scrapheap. You see, I’m really not that important at all. That’s because the job of a copywriter is NOT to do all the work selling, it’s…
…putting all the pieces together!
That’s it. We can’t do much if we don’t have much, so if you want excellent results from a copywriter then don’t just give them a topic and ask for a sales package. It ain’t that simple.
We need information, lots and lots of information. And the most important of these is PROOF. In particular TESTIMONIALS. They can be written, audio or video. Because I can go on and on about how good a product is but you still wont buy. But if a friend of yours happens to mention to you that they used the product and found it great then hey presto…you’re buying it!
So yes, testimonials are critical in any sales package. So here are some hints…
1. Generally the more the merrier, but don’t go nuts. You need enough to prove your point but not so many that there are pages and pages of them.
2. If you don’t have a huge number then use them strategically. Well duh, how often do people go out to be UN-strategic. But seriously, use them so you get the best out of them. I just did a large package and only had 4 testimonials to work with. But with a bit of planning I pushed them a fair way. Like the last dregs of Vegemite in a jar, it’s amazing how far you can spread them around. Work out the points you’re trying to prove then use the testimonial that makes that case in that spot.
3. The real power of a testimonial is to prove a claim. So your sales letter should be ‘claim’ followed by ‘proof’. So try to get testimonials that tackle the claims you’re making and the objections people have.
4. Video testimonials are killing it at the moment. Even a landing page which is a headline, video and a few lines. Personally I don’t spend much time watching promotional videos online but I do know they’re hugely effective.
So keep in mind…people are far more likely to believe someone else than you. Get sources of proof from everywhere so you’ve got enough proof to make your sale.
Next week I’m going to reveal the most important thing to keep in mind when writing an advertisement. If you do your chances of success are massively increased. But if you don’t then you’re leaving a fortune on the table.
All the best,
Hugh Thyer
www.salescomefirst.com
<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>
January 28th, 2010 at 11:55 pm
But if you don’t then it’s you’re leaving a fortune on the table. <– typo in this last line man…
I like your stuff tho. Good read.
January 29th, 2010 at 12:06 am
Thanks for your feedback mate, nice to hear from you.
And I’ve fixed up that last line too!
Cheers,
Hugh
March 6th, 2010 at 7:31 pm
Nice info – many thanks.
How do you go about getting a good testimonial and what makes a good testimonial – any thoughts? Many thanks!
Lisa
PS I am an executive coach and trainner
March 7th, 2010 at 8:12 am
Hi Hugh,
2 comments to make here:
firstly, with the new US laws regarding the use of testimonials, which is relevant if we have websites that could potentially be selling to the US market, eg: “they have to be what the average person using the product can expect from the using a product or service” I have seen people introduce their testimonials with words such as “the average person does nothing with this material so gets no results, however here are some verifiable testimonials from ordinary people who have taken action:
Secondly, regarding Lisa’s question about what is a good testimonial and how to get them. I’ll leave the “what it good question” to you Hugh the how to get them – design a feedback form that you give every client at the conclusion of each session or program that asks for feedback with specific guidelines and includes questions like “Would you recommend our services to others?”
Why?
What was your situation before you used our services?
How has that changed?
And also include a check box for permission to quote the comments and how they would like their name etc to appear (or not). Again, I’ll let Hugh provide more detail on what a good testimonial includes, it would even make a great blog post.
Shelley Cox
Career Angel
March 8th, 2010 at 8:50 pm
Thanks for your feedback Lisa and Shelley,
In short, good testimonials follow the ‘Once I was…and now I am…’ theme. So in you case it’s along the lines of “My business was going nowhere, but since working with Lisa I’ve turned things around and tripled my profits in the last 6 months”.
The best testimonials arent scripted. That’s why those natural, almost goofy testimonials you see on late night infomercials are good. They’re believable. So don’t be afraid to use them as they come in, warts and all. Too polished and they’re unbelievable.
Of course, there’s nothing saying you can’t get a feeling for what people are saying and ask their permission to summarise it, and then their OK to use it. But make sure you get their opinion, and don’t just make it up. Often their feelings on what you did for them will be a real gem. They’ll talk about some benefit they got that you may not have even thought of, but will resonate with your prospects.