Testimonials are important in copywriting. Problem is, they're so overused and sugar-coated that they seem as if they're made up by a marketer.
Sure, testimonials are fantastic. But to readers, fantastic testimonials are fantasy.
Rather than grouping testimonials together in your copy and using flowery prose that sounds like a tween raving about last night's Justin Bieber concert, write story-based testimonials that help you overcome objections.
In other words, make your testimonials read more like case studies.
Include background or contextual information about the person giving the testimonial, perhaps prior to buying your product or service, and then use the testimonial as a way to let them explain what happened later while enjoying the benefits.
This is especially effective when your introduction includes some kind of objection that the reader might be experiencing. This way, the testimonial answers the objection rather than you and therefore appears less self-serving.
Michel Fortin is a senior marketing specialist, renowned copywriter, and digital marketing expert. For the better part of 30 years, he's produced countless successful marketing communications and profitable campaigns that generated in excess of $300 million in sales. He's broken many industry sales records, including being instrumental behind the first ever “million-dollar day” online marketing campaign in 2004. He's worked with thousands of businesses and entrepreneurs around the world in a wide variety of industries on building their businesses, improving their marketing, and increasing their profits. He's a published author and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.