Copywriting Lesson #4 - 4 Ways to Use Testimonials Effectively

Testimonials are so heavily-used in sales copy that they merit
their own section. As much as they're used, they're often used
to poor effect and even abused. Treat testimonials as a
resource, not a filler material to make up for poor copywriting.
They can be incredibly effective provided a few simple rules are
followed. 

Rule #1 - Never open a sales letter with a testimonial. They
should follow the second paragraph, at the earliest. They are a
tool for helping to relate the narrative relevant to the product
but that narrative must be told first. 

Rule #2 - Testimonials should follow the listing of benefits.
The testimonials cement the sales letter by offering evidence
that the reader can trust the writer. The writer has already
gained the reader's interest, listed the benefits to their
products and the testimonials give the reader an expectation of
what sort of results they can expect from doing business with
the writer. 

Rule #3 - Avoid placing testimonial at the start of your sales
copy. Testimonials that appear at the beginning of the document
have no context which makes them not at all understandable.
Without the narrative provided by the copy, they stand out in
the open air, defining nothing that the reader has yet been made
to understand. 

Rule #4 - Use testimonials as a as reinforcement to backup your
sales copy. Testimonials describe results, success and the
trustworthiness of the copywriter. One must use them as
reinforcement, not as a means for stating their initial case.


To Your Success,
YOUR NAME

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