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Copywriting - When And How To Use User Testimonials by Carl Ramirez
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Copywriting - When And How To Use User Testimonials |
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Education
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Testimonials are a statement testifying to benefits received for a certain product. They are an expression of appreciation. In copywriting, there are elements which add credibility and are an excellent tool for convincing potential buyers. They usually come in the form of quotes-- from real people. They are never from spokespeople nor actors. They can render the reader defenseless because they are real-life experiences which bring out an emotional response. A cardinal component in leading to the purchase of products. When To Use Them In the context of the AIDA (A = Attention, I = Interest, D = Desire, A = Action) formula, they are integrated as parts of the second or third elements. To develop the customer's Interest or intensify the customer's Desire-- testimonials have become a very common element in sales copy. They are added to bring attention to what some satisfied users of the product or service have found in them. Usually, it always the benefits that bring most meaning to readers of a copy. One variation when testimonials have been successfully used is during the pre-launch stage of some products. The following describes an actual example on how this was done for a software product. During the beta phase of the software, the maker sent installation copies to a select group of beta testers. Because the application was really good, he received many enthusiastic e-mail conveying their thanks and praising the product. Weeks before his launch date, he posted most of the comments he received as the only elements of his website. Below the testimonials, because he wasn't even ready to accept orders-- he simply placed an e-mail address (below the testimonials) where advanced orders can be placed. Quite an effective and ingenious way of using testimonials. How To Use Them The most effective testimonials are those that are quantifiable and specific. Numbers and figures mean a lot to people; and they are very effective in convincing potential customers. Here are two examples. With MSKRT, all I needed was 20 minutes to find my "golden nugget" keywords; something which would take 3 hours if I used Google Search and the AdWords Tool. With the XYZ weight loss program, I lost 12 pounds in 14 days without dieting. For new products which have a limited following, the recommendation is to give away complimentary copies or units. By requesting the recipients of your freebie for comments, they will be happy to give you their honest opinion. Once the recipients come back with their feedback, they become a steady source of testimonials. Testimonials are used as a means of conveying future satisfaction on a product. Their chief essence is to generate an emotional response from your customer; as they yield to the perceived wisdom of the satisfied users of your product. Raffy Chan is an architect, consultant, entrepreneur, writer and internet marketing enthusiast; based in California. Get assistance with your Keyword Research to know your "golden nugget" keywords... buy a essays
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