Key Takeaways:
- Testimonials are a powerful tool that boost your copy’s credibility.
- People trust others’ experiences more than marketing claims from the business itself.
- A strong way to use testimonials is by embedding them directly into your body copy.
- Position your statement, then immediately follow it with a related testimonial for maximum impact.
- Real testimonials validate your claims and help convert skeptical prospects into buyers.
One of the most powerful tools in your copy arsenal is a testimonial. People may scoff at them… they may pretend they don’t read them… but test results show prospects respond to testimonials.
The fact is, people trust what others have to say about your product or service – not you!
There are several ways to use testimonials. Let’s look at one method, which is integrating it into your body copy.
You do this by making a statement, then immediately following it with a testimonial. Your statement then has believability and credibility.
For example:
“The new Nutra-Bar is unlike any nutritional supplement you’ll ever try. It actually provides all the vitamins and amino acids you simply can’t get from today’s modern, on-the-go diet.
Nancy Smith from Madison Wisconsin raves, ‘It seemed no matter how well I ate I always felt tired and run down. But one Nutra-Bar a day changed my energy level within two weeks.”
Call Michael today at 615-933-4647 or email him at [email protected] for help with your copy or testimonials.
FAQs:
Q: Why should I use testimonials in my copy?
A: Testimonials build credibility and trust by showing real experiences from others.
Q: Do testimonials actually work in marketing?
A: Yes, test results show that prospects respond positively to testimonials.
Q: What’s an effective way to include testimonials in copy?
A: Embed them right after a bold statement to reinforce and prove your point.
Q: Why do testimonials work better than direct claims?
A: Because people are more likely to believe other customers than a marketer’s claims.
Q: Can testimonials be used anywhere in my copy?
A: Yes, but placing them within the body copy can significantly boost believability.
About Craig Huey:
Craig Huey is president of Creative Direct Marketing Group (CDMG), a leading authority on accountable advertising, direct response copywriting, and multi-channel campaigns. He publishes Direct Marketing Update (DMU) for company presidents, CMOs, and marketing directors looking to generate measurable leads and sales.
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