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

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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.

Don’t wait for great testimonials to come to you. Go out there and get them! When you do, you’ll be able to get testimonials that highlight certain key benefits. This lets you show your prospect that someone just like him has used this product and gotten great results!

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!

Start out with a list of happy customers. Get on the phone and talk with them. Take a half hour and interview them. Find out what their real story is. Uncover the emotions they felt, the things they worried about or the frustrations they use to have. Why was it so important to find a solution?

When you’re finished, you are ready for the next step. This is where you take the information you just gathered and transform it into the strongest 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!

As long as you’ve done a good job interviewing the customer, you’ll have a ton of great material to work with. If the customer has agreed, all you have to do is take what you’ve got and create the best testimonial possible.

Start by reviewing your interview notes and asking yourself a few questions:

* What angle will work best?

* What selling points do I want to reinforce in my copy?

* Which one is best supported by this person’s story?

* What is the best way to position this particular testimonial?

* What parts can I use to make my prospect say, “That guy is exactly like me!”

Just imagine how much more powerful and effective these type of testimonials will be. All of the different angles you can take and the great real-life tidbits that you can weave through your sales copy.

The truth is, there’s no better way to get these type of powerful testimonials. When you know how to guide the interview, you can uncover the “good stuff” quickly — every single time. Then all you need to do is take what you have and position it, and you’ve got a testimonial that will make selling your product that much easier.

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!

Everything you’ve been told about copy writing is wrong!

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Even if you focus totally on pay per click advertising such as Google Adwords to promote your website, ebook or affilliate scheme you still need to create compelling adverts and persuasive landing pages or your sales will be lost. But everything you’ve been told is wrong!

They say you need a copy writer to create your content - they are wrong! Giving control of all your website content is a terrible thing to do. Althought the copy make be technically good it will be missing one essential ingredient - you, your passion and your knowledge!

They say creating a great sales page is important - they are wrong! Creating great copy for your website is absolutely essential and goes far beyond the sales page. To build long term success you need fantastic content. Whether you have an ebook to sell, website to launch or affiliate scheme to promote you need to write interesting and compelling copy - copy that will form blog entries, articles, forum posts, press releases and website content. Even if you focus totally on pay per click advertising such as Google Adwords you still need to create winning adverts and persuasive landing pages or your sales will be lost.

They tell you that PLR copy is the answer - they are wrong! PLR (Private Label Rights) copy is dreadful. It’s the industrial approach to website content in which you can buy 100s of articles in one go.

They don’t want you to realise that you are the best person to create your copy so that you keep paying them.

When have you ever heard a copywriter say “You know far more about your business then I ever will.” or “I’ll do this first one so you can do the rest.” That’s this secret conspiracy at work! I doubt that there’s an official HQ or conspiracy to bring together the copy writers and grammarians but it’s just as effective.

The answer is probably never because they don’t want you to know how to write, they don’t want you to realise that you are the best person to create your copy and they don’t want it to be quick and easy. Then they bill you. Not only do they bill you they then keep you in this trap so that you go back for more and more.

It’s time that you changed a few things and decided to create the compelling copy that the search engines and your customers will love. 1. Fire the copy writer - it is your opinions that count. 2. Answer your customer’s questions - By solving their problems they’ll come back for more. 3. Take control - only by taking ownership of all of your site including the content will you get the success you deserve.

The magic sales letter, the secret weapon of business profits

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One of the biggest mistakes made by business people is operating with prejudice based on ignorance. In the crucial areas of sales and marketing, this mistake is made most often by neglecting the absolute most effective vehicle for obtaining new customers and reigniting the interest of existing ones. An important mentor of mine, Dan Kennedy calls it “writing your own check”. This vehicle is known commonly as a sales letter.

By definition a sales letter is something in print that is meant to influence someone to buy your product. Without getting caught up in formality, a sales letter just has to work to earn the title of good sales letter. Most businesses never get around to even writing a bad one.

This omission is devastating to the bottom line, or at least what the bottom line could be. To clear it up, there is no one way or format to create a blow them out of the water, panting for more sales letter. So have no fear.

I want you to run with the concept right now, so I am going to tell you all you need to know: Go to the library and grab a stack of magazines from the popular genres. You are looking for things in the area of fashion, entertainment, sports, and health and fitness. Pick one from specific and one more general from each category. In sports, you might pick up Sports Illustrated and Golf Digest. Go through them and do nothing but look at the ads.

You’ll know the sales letters because they are usually full or half page, but not always. They frequently offer a free report if you contact them. Very often the focus is on the product or service and there is almost no mention of a company name. Trutfhfully, the big corporation advertisers you see during the final episode of Seinfeld or whatever, don’t have a clue about sales letters or how to use them.

When you find really good sales copy you’ll know it. You’ll know it because it is interesting in that it makes you interested in the thing they are selling. Mark it with page tag and go get two or three of the previous issues of that magazine. If the ad is in there again, it is safe to say that it likely has been a success.

The strategy of the big boys who throw their money around on the expensive ads is mass marketing to a mass market based on branding using singing polar bears and football playing frogs or whatever. It is highly likely that they have no idea of the ultimate effect of the millions spent. That’s fine, they have that luxury in many cases. For the purposes of bringing your product or service to everyday people with choices, you need to bring them benefit and make it real clear up front what that benefit is.

Rule #2 is to convey a unique benefit to your customer. The question to answer is: “Why should I be doing business with you and not others offering the same product or service?” What can you do for them? The ultimate question.

It has been written many times over about the power that a simple USP (unique selling proposition) can have for a business. Tom Monaghan, founder of Domino’s pizza took a fledgling pizza joint in a college town (he lived in the back room at the beginning) by carving out special turf in the brutal market of pizza with: “Fresh Hot Pizza delivered in 30 Minutes or Less, Guaranteed”.

By conveying a unique benefit, unlike any other in the marketplace, Dominos moved to the head of the pack.

But you might have noticed that having a powerful USP is strategy # 2. Where is strategy 1?

It is the headline. The headline is the first thing that captures the reader’s attention. It is vital. How to put together a good headline is a great topic for future discussions.