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Writing and Speaking > Copywriting > Multiply Your Copywriting Response with this Rarely Taught Testimonial Secret
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Article rating : 0.00, 0 votes. Author : Ben Settle
If you'd like to make your testimonials up to 1000% more
effective -- adding to your sales pitch in ways you could only
dream of before -- then here's all you have to do:
Take all the main reasons, benefits and features of doing
business with you, and write them on a piece of paper (in a
list).
For example, let's pretend you own a dry cleaning shop.
And let's say the main benefits, features and reasons of
doing business with your dry cleaning shop are:
* You offer the lowest prices on the planet
* You give same day service
* You offer a $50.00 gift certificate at McDonalds with orders
of $300.00 or more
* You're right in the center of town, in an area that's easy to
find with ample parking space
Now, what you do is you take the testimonials where one of
these benefits is already mentioned or alluded to, and then
zoom in on just that one thing, cutting out everything else in
the original testimonial.
Like this:
"Wow Charlie! I've haggled with every dry cleaner in
Northern Illinois, but since you easily offer the lowest prices
in town there was no need to argue with you or threaten you
at all. Thanks!"
"Charlie, your same day service literally saved my
marriage! I can't thank you enough for getting that stubborn
lipstick stain out of the collar of my shirt so fast. You the
man!"
"Charlie, even though I dread driving downtown, your
place was extremely easy to find and the way you rigged the
city parking meters so I could park free is just amazing. I
don't know how you pulled it off, my friend, but I'm glad you
did!"
"Charlie, my kids and I are not only grateful for you getting
our clothes dry cleaned so fast, but since my wife's cooking
is enough to make a rodent sick, that $50 gift certificate to
McDonalds you gave us is like a dream come true!
Thanks!"
Okay, now -- tongue-in-cheek examples aside -- after you've
tweaked the testimonials like this, all you do is simply send
each testimonial back to the customer who gave it to you for
their permission to use the way you revised it.
And bear in mind, you are NOT to change the
essence of what's in the original testimonial.
You are ONLY to "tweak" the words to convey a clear,
specific message. Nine out of ten people you get
testimonials from won't have a problem with your version if
all you're doing is enhancing and specifying what they said.
On the other hand, if you butcher the essence of
what they said, and try to manipulate their words into
something totally different than what they wrote, they will
(rightfully) probably tell you to hit the road when you ask
them to approve it.
And that's it.
If you follow the little formula above you will go a long way
towards fully integrating your testimonials into the sales
pitch itself. Not only will your testimonials be powerful
credibility builders, they actually become a part of
your pitch -- and can make a big difference in response.
Ben Settle is a seasoned freelance copywriter and
direct marketer. If you liked this article then check out
Ben's website at http://bensettle.com -- where you'll find
over 500 pages of advertising ideas, strategies and
tactics just like this one -- as well as rare swipe file ads
and hot marketing information not easily found
anywhere else.
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