Using testimonials to create convincing copy

If you’re creating copy to sell something online, you’ll have to make some claims about your product to encourage people to buy it. However, this isn’t as easy as it sounds.

Recent web usability research shows Internet users are becoming increasingly savvy and are reluctant to believe hype. Because of this, you need to be able to validate any claim you make in your copy, which can be done easily and effectively by using testimonials.

Research shows that adding customer testimonials to your sales copy can boost sales by around 30%.

Different Types

Most research into the subject suggests that customer testimonials are the most effective kind. However, there are also other types of testimonial, which can be inserted into your copy to create a very persuading sales pitch. These include:

Celebrity testimonials. These will not be as effective as testimonials obtained from genuine customers because most people realise the celebrity is being paid to endorse your product. However, a celebrity testimonial will succeed in raising awareness of your product or service on a more general basis and ultimately, this will boost sales.

Getting an expert testimonial. Obtaining a testimonial from somebody who is renowned in the field of your product or service can prove advantageous. The public trusts these people and feels they are qualified to offer an authorative view.

A testimonial from a specialist trade association. Getting a testimonial from a specialist organisation offers many of the advanatages provided by an expert testimonial. As the public trust trade associations, they will have more confidence in your product as a result of their endorsement.

Don’t Make Them Up.

Even if you’re the most creative copywriter around, you should never be tempted to make a testimonial up. In his article 12 Steps to Writing Words That SELL, Andy Brocklehurst says, “If it cannot be proven – don’t say it.” Therefore, if you’re having problems finding a testimonial that’s suitable and genuine, it’s much better to leave one out of your copy altogether. Using false testimonials could lead to accusations of false advertising and damage the long-term reputation of your company.

There are thousands of fake testimonials on the Internet, which means it’s essential that readers can tell your testimonials are genuine. You can help them do this by making sure that your testimonial is well written and features no clichés or slang. By including the name, location and a picture of the person who gave you the testimonial, you will also succeed in making it appear more authentic.

They Work!

Testimonials are so simple to insert into your copy and when used correctly, they are an incredibly powerful sales technique. By telling your readers about the experiences of previous users and customers, you lend your product credibility and succeed in substantiatating any claims you’ve made about it.