OK, here’s copywriter John Carlton’s third (and final) video on testimonials from his “Copywriting Checklist” series.
Testimonials are one of those copywriting elements that everyone “knows” about. However, all too often they are not used to best effect.
Remember that the primary purpose of the testimonial is to provide PROOF of your claims and support your argument.
So, ideally, testimonials will be very specific and provide details of the results that people have got as a result of using your product or service.
Having lots of general type testimonials adds some credibility and it’s a lot better than having none at all. (One of the bugbears of being a freelance copywriter is clients who don’t have testimonials! Aaargh!!!)
But so much better to apply the sort of tips John provides in videos like this…