Copywriting tips: In this copywriting hotseat John Carlton explains what goes into a testimonial that increases conversions.
John’s comments:
Yes, I did give you that quote. I think that is really the best way to go. And get really specific. How many testimonials like this do you have?
Oh. You know what? When you’re in a position like that, Mark will tell you how to trim them down. Guys…when you do testimonials, one sentence is best, two sentences at most. Hit the high points, get out of there. No one wants to read about what they were doing before, or anything other.
They want to hear “I met Vic after my home went into expired listings after 2 years on the market. I was so frustrated I could scream. Imagine my surprise when he sold it in a month and a half for $10,000 over what I was asking.”
Audience: The one where you said “don’t assume” and then back it up with a real testimonial. Is that where you made a huge claim, like an if-then?
John: I use that myself, just not as an opener. A lot of people don’t know what testimonials are, so I often say “real-life stories” or “quotes from people that this happened to”, or whatever.
Or, just run a separate lift note, a big blue lift note: “Here’s what people are saying about Vic”. And, if you have 100, people will read 6 pt. stuff. A lot of times they don’t have to read every one, so start with your big guns. They read 2 big gun things and say “OK, I believe the guy. Oh, my God, there’s more”. They don’t read them. You know? They just say “look at all these testimonials”.
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