Alright my young pupil, it’s about to start getting hairy.
As you know…..you and I have been hired to write a sales page together, and we’re several steps in:
- Step 1: We made a “Skeleton Outline” of our sales page.
- Step 2: We defined exactly what we are selling.
- Step 3: We wrote out 20+ headlines.
- Step 4: We wrote a personal story of how the product helps us.
- Step 5: We summarized everything customers get.
- Step 6: We showed what would happen if they don’t have the product.
Now we’re going to the next part:
Step 7: Adding In Testimonials.
One of the key elements to convincing someone to buy is having had OTHER PEOPLE have success with your product.
“Well if this guy had success with it, I surely can too!”
Social Proof is a very important concept in marketing, so collecting a whole stash of testimonials is important. In fact I have three primary places I store testimonials:
Desktop: I keep a folder on my desktop computer called “Testimonials” where I take screenshots of everything nice said about me or KopywritingKourse. I usually just do SHIFT + COMMAND + 4 on my Mac and it takes a screenshot of the area I want, then I drag it into the folder. This can be screenshots from Facebook, websites, YouTube comments….anything.
Email: I have a folder called “Testimonials” in my Gmail folders where I tag anything that says something nice about me or KopywritingKourse.
WordPress: All those stored testimonials don’t mean nothing if no one sees them, so I also store them in WordPress…..read the next section to see how it’s done.
How To Store Testimonials (free plugin):
Wrangling tons of testimonials is a bitch-and-a-half. So I have software to handle this. Fortunately the software is free!
It’s a WordPress Plugin called Strong Testimonials.
I simply dump lots of testimonials into this system, and it makes displaying them FAR EASIER than pulling testimonials and designing them manually.
You can see a sample of all my KopywritingKourse Testimonials here. The entire page is generated with the Strong Testimonials plugin, and is even random (if you refresh the page you’ll notice it switches the order of the content each time). Like this:
This plugin is going to allow us to embed testimonials into this post without having to deal with all the CSS and HTML junk.
For the rest of this post when you see a testimonial displayed, it’s being displayed through the Strong Testimonials plugin.
Let’s add real testimonials to our page:
Sales pages often split up testimonials by type of testimonial. For example:
[Screenshot Testimonial 1]
[Screenshot Testimonial 2]
[Screenshot Testimonial 3]
Then another section would have some embedded “Video Testimonials”:
[Video Testimonial 1]
[Video Testimonial 2]
Then another section would have “Before and After Testimonials” like:
[Before/After Testimonial 1]
[Before/After Testimonial 2]
[Before/After Testimonial 3]
[Before/After Testimonial 4]
Another section could be “Character Testimonials”:
[Character Testimonial 1]
[Character Testimonial 2]
So let’s make 3 different types of testimonials for the sales page we’re writing together. I’m going to raid my KopywritingKourse Testimonials Page for them:
Show “Results” Testimonials:
We are going to select some testimonials that demonstrate actual results people have got with The KopywritingKourse:
“I have rewritten almost everything on our website thanks to Copywriting Course.”
Hi Neville, I am the Marketing Communications Assistant and aspiring copywriter at my company. I have rewritten almost everything on our website thanks to your Copywriting Course.
“For the first time ever I’ve had readers ask me when the next email/blog is coming out!”
For the first time ever I’ve had readers ask me when the next email/blog is coming out!
My latest posts have generated a lot more engagement in our groups.
Usually, they get 1 or 2 likes max, and 0 comments.
This latest one so far has 6 likes, 13 comments and counting! Actual discussions are happening:
The email version actually got replies! We’ve never had replies to our emails before.
It was a value email. I wasn’t expecting anything back.
1 reply mentioned how much she loved the report I sent her.
And the other 2 asked for more info about comparing the two payment gateways:
Not massive numbers, but this is a first for me as a copywriting newbie AND the company I currently work for.
I’ve read your book, Nev. Highlighted the hell out of it. I read every email you send me.
And I love the practicality and simplicity of your courses.
It’s helped me to break free from that nasty ‘corporate’ voice our bosses so want us to have. The reality is though – it just doesn’t work.
Thank you for your help! Kind Regards.
Over $27K sales in just 5 days
Hi Neville,
Just finished the sale, it went great thanks.
This is how much the courses made in the 2 weeks of the month before the sale:
Cisco: $1,990
NetApp: $2,022
Total: $4,012
And after the sale ran for 5 days:
Cisco: $5,260
NetApp: $22,542
Total: $27,802 – That’s pretty much what I was hoping for, pretty similar numbers to my first ever sale 😊
In 2018 the Cisco course selling at the usual non-sale price of $10 has been averaging $7000 per month, and the NetApp course selling at the usual price of $190 has been averaging $4500 per month. The Cisco course was way less expensive but making more because of the much higher volume (NetApp is very niche). In this week’s sale the Cisco course was $10 (same price, couldn’t go any lower) and the NetApp course was $100 (half the usual price). The perceived value of getting 50% off the NetApp course made a huge difference and the sale smashed it. I didn’t get huge uptake on the Cisco course though, even though I told people it’s their last chance to get the highest rated course online for only $10. I guess the bottom line is people go nuts for a bargain and perceived value, and you can’t offer that if your course is always available for $10.
Thanks again for your help with this!
Cheers,
Neil
Within a week, I let go of three cheap clients and took on two at double the rate.
I’m currently taking Neville’s course.
While the content itself is for beginners (which I am) the gold is in his biweekly group calls. He will get on a Zoom group call and do one on ones with each student (only several of us show up) and answers our questions. He also goes over our copy.
I’ve only attended once and showed him what I was up to. I lamented being stuck working for low wages and not being paid my worth. He gave me actionable advice that I followed to a T. Within a week, I let go of three cheap clients and took on two at double the rate.
Maybe I just needed someone to give me the push and confidence in the right direction, but his live group calls are fantastic.
Hey, used your tips in my latest Instagram post to promote my PDF
Hey, used your tips in my latest Instagram post to promote my PDF (we talked about it in our office hours)
Here’s what the market said
P.s. I made them say SAK, If they want to buy the PDF
I have my first guest blog post
It’s official, I have my first guest blog post…AND it is for the #1 blog in the UK for screenwriting and has been a finalist in the UK Blog Awards! Just click on the link below to find the blog post.
http://bang2write.com/2019/09/how-to-rank-on-the-amazon-bestsellers-list-in-21-days.html
120+ unique visitors to my website
Quick update for you guys. I posted the article today and it quickly became my top performing. I got a lot of positive comments and I had 1,600+ impressions on my linkedin Post.
This led to 120+ unique visitors to my website and 4 Opt-Ins for my lead magnet (15 traits of highly effective SDRs)
Thanks for all the help!
This year, I make more from copywriting than I do from my full-time teaching job
Today I was thinking about learning copywriting over the past few years, and realized that it all started with reading your blog, taking your course, and talking to you on office hours.
This year, I make more from copywriting than I do from my full-time teaching job, and am planning my exit strategy ASAP.
Your help set me off on this whole damn journey of changing careers and getting lots more freedom in life.
So – THANKS DUDE.
Show "Video" Testimonials:
In this section we are going to feature a testimonial that includes a video.
“There are 5 books/courses/other things out there that I claim actually changed my life. This is one of them.”
I randomly came across this course on Google and it changed my life. I didn’t just learn how to write compelling copy — I learned how to effectively communicate my thoughts in any situation in a way that appealed to other people’s wants and needs.
It also taught me how to write emails properly. The same email techniques that helped get Tucker Max, Casey Neistat and the founder of WeWork to speak at Hustle Con. It was a low-time-investment, yet super-high-return for me.
There are 5 books/courses/other things out there that I claim actually changed my life. This is one of them.
Show "Character" Testimonials:
This section is going to feature testimonials that talk about my character, and demonstrate I'm a good guy and good teacher:
“Within 3 days of posting the article I had around 2000 shares”
About a year ago, I launched my first blog with no experience. I had just taken your Course on copy, and decided to format my first blog post in the AIDA format. The “action” portion being basically “hey sign up for my mailing list if you like articles like this”. Within 3 days of posting the article, I had around 2000 “shares” and over 2000 people on my mailing list. So thanks!
“You are a copywriter with ethics”
Hey Neville, I have learned a lot from your office hours and other course materials so far.
I really enjoy and admire how much valuable content you put out and the fact that you are a copywriter w/ ethics (referring to the time in office hours a few weeks ago where a guy had a Clickbank landing page about curing depression and you just flat out said it made you uncomfortable and you didn’t want to coach on that particular topic). That was awesome.
Most of the copywriters I know work on projects like that (curing diabetes, depression, cancer, etc.) so it’s really admirable that you use your highly valuable skill ethically.
“I am now a senior media buyer heading up Facebook”
I started reading your stuff a year ago as I headed an email project for a digital marketing agency. Your copywriting advice is clear and concise making it extremely easy to see the value of what you’re teaching. I am now a senior media buyer heading up FB stuff for a new company and continue to read your stuff.
Thanks for the help over the years.
“I‘m a visual learner so it was super helpful to see your “skillz” live”
Neville, Just completed the Copywriting Course. Thank you for doing that by the way. I‘ve read the Boron Letters, and various other bits and pieces of other copywriting books. Your course, for me, was the best thing that I‘ve been through so far. I‘m a visual learner so it was super helpful to get a chance to see you displaying your “skillz” live…or as close to live as a recorded video can get.
Show "Changed My Life" Testimonials:
This is going to feature testimonials that show the product can be life altering and therefore a great investment.
“Your course is actually required reading at the company I did work experience at!”
I have always thought of myself as a rather persuasive person, but your Copy Course changed me forever. By the way, it is actually required reading at the company I did work experience at! The course was so good I did it twice! I am trying to get an early start on life, and you have really helped me out with that. I owe you!
“I am more successful at achieving my goals by thinking of this principle”
Your work has changed my mindset, and I think the ROI on my new thinking is infinite.
You taught me that people don’t give a crap about what I want (at first), they care about themselves, and what I can do for them. So when I meet new people, when I’m trying to sell my music, or myself, or with friends, even with my wife, I am more successful at achieving my goals by thinking of this principle.
Thank you for teaching!
Within a week, I let go of three cheap clients and took on two at double the rate.
I’m currently taking Neville’s course.
While the content itself is for beginners (which I am) the gold is in his biweekly group calls. He will get on a Zoom group call and do one on ones with each student (only several of us show up) and answers our questions. He also goes over our copy.
I’ve only attended once and showed him what I was up to. I lamented being stuck working for low wages and not being paid my worth. He gave me actionable advice that I followed to a T. Within a week, I let go of three cheap clients and took on two at double the rate.
Maybe I just needed someone to give me the push and confidence in the right direction, but his live group calls are fantastic.
This year, I make more from copywriting than I do from my full-time teaching job
Today I was thinking about learning copywriting over the past few years, and realized that it all started with reading your blog, taking your course, and talking to you on office hours.
This year, I make more from copywriting than I do from my full-time teaching job, and am planning my exit strategy ASAP.
Your help set me off on this whole damn journey of changing careers and getting lots more freedom in life.
So – THANKS DUDE.
Show "Office Hours" Testimonials:
A major part of this KopywritingKourse product is the live Office Hours that happen every two weeks, so we want to feature some testimonials showing they are really valuable.
“I’ve made back my $500 two-fold in the two months”
Hey Neville,
Thanks for your awesome answers during office hours. I’ve made back my $500 two-fold in the two months I’ve been writing for others instead of my own blog, with some outstanding invoices and a bunch of clients looking to start work in 2018.
Real quick…I finished my recent post that was directly inspired by your post on using images in content.
I’ve written two articles for this new startup so far, and will potentially be writing their monthly newsletter soon, too.
Thanks for all the help you’ve given me in kick starting my freelance career!
“I had NO IDEA how valuable and fun it would be until I logged on for a few of the office hours calls.”
*Office Hours Gold*
I signed up for Nev’s Copy Course because of his entertaining, generous and witty writing.
I had NO IDEA how valuable and fun it would be until I logged on for a few of the office hours calls.
You’ve helped me and my new business in more ways than I can say right now.
But, at the end of this week’s 2+ hour session…with like 3 people remaining…you showed why these calls are so meaningful.
You connected with a student (fan) who was searching for a little help and encouragement.
I was blown away — truly moved — by your advice, empathy, patience, humor and how real you were with him.
More impressive than being a great writer, it shows what kind of person and friend you are.
I told my wife about it the next morning.
You’ve got a fan for life.
Thanks for everything you do, Nev.
It matters.
This year, I make more from copywriting than I do from my full-time teaching job
Today I was thinking about learning copywriting over the past few years, and realized that it all started with reading your blog, taking your course, and talking to you on office hours.
This year, I make more from copywriting than I do from my full-time teaching job, and am planning my exit strategy ASAP.
Your help set me off on this whole damn journey of changing careers and getting lots more freedom in life.
So – THANKS DUDE.
Show "Before/After" Testimonials:
These are going to be testimonials that visually show before and after examples.
“Using your framework, we increased signups of our free marketing course by 361.73%”
Holy crap, Neville! Using your framework, we increased signups of our free marketing course by 361.73% — just by tweaking a few words on the landing page. A massive conversion-rate improvement for such a small change!
Here are before-and-after shots of the landing page we tested using your copy changes:
Original: (8.82% conversion rate):
Improved: (40.74% conversion rate):
Just wanted to reach out and say THANK YOU!
“I got more than 2.5X the attendance rate (49%). Not to mention 4X the number of actual attendees!”
I’ve really enjoyed your Copywriting Course. Thanks to you, I now follow your formula of “Result-Objection-Time” on my webinars rather than my previously boring titles.
I instantly got 2.5X higher attendance rate in 1 week.
Before applying your material, I used really boring titles for my webinars like “Create Your Digital Strategy” and got 19% attendance.
The next week I followed your R-O-T approach and changed the name to “Double Your Leads (On Autopilot) In 8 Weeks Using Social Media– Even If You’re a Computer Klutz, Busy, or Been Burnt Before!” … and I got more than 2.5X the attendance rate (49%). Not to mention 4X the number of actual attendees!
BEFORE (Boring Webinar Title): “Create Your Digital Strategy”
AFTER (Copywriting Course-Style Webinar Title): “Double Your Leads (On Autopilot) In 8 Weeks Using Social Media– Even If You’re a Computer Klutz, Busy, or Been Burnt Before!”
Same webinar, but with a simple change in copy from your course, it did 4X the volume!
Over $27K sales in just 5 days
Hi Neville,
Just finished the sale, it went great thanks.
This is how much the courses made in the 2 weeks of the month before the sale:
Cisco: $1,990
NetApp: $2,022
Total: $4,012
And after the sale ran for 5 days:
Cisco: $5,260
NetApp: $22,542
Total: $27,802 – That’s pretty much what I was hoping for, pretty similar numbers to my first ever sale 😊
In 2018 the Cisco course selling at the usual non-sale price of $10 has been averaging $7000 per month, and the NetApp course selling at the usual price of $190 has been averaging $4500 per month. The Cisco course was way less expensive but making more because of the much higher volume (NetApp is very niche). In this week’s sale the Cisco course was $10 (same price, couldn’t go any lower) and the NetApp course was $100 (half the usual price). The perceived value of getting 50% off the NetApp course made a huge difference and the sale smashed it. I didn’t get huge uptake on the Cisco course though, even though I told people it’s their last chance to get the highest rated course online for only $10. I guess the bottom line is people go nuts for a bargain and perceived value, and you can’t offer that if your course is always available for $10.
Thanks again for your help with this!
Cheers,
Neil
Show "Company Training" Testimonials:
We want to show companies they should buy this course for their employees and train them to become excellent copywriters, so all their marketing materials convert better.
“But then I gave her your course and she got a helluva lot better pretty much instantly.”
I have a girl who was working as customer service, but she’s never written. Needed a female writer. She was just using all these templates for writing hooks, positioning, propositioning. It sucked. But then I gave her your course and she got a helluva lot better pretty much instantly.
“….it’s given me a HUGE boost in value that I can bring to the company I work with”
Your Course has given me the confidence and ability to take on copywriting projects way outside of my comfort zone and it’s given me a HUGE boost in value that I can bring to the company I work with. My CEO has told me first hand how happy he is with the copy I have written for his websites, emails, and blogs. Thanks for everything you do and I hope to have a beer with you one day. Cheers!
As you can see my friend, by collecting various testimonials over the years, you can build up quite a collection. I would highly suggest you do this for your own business.
Now that we have an assortment of testimonials locked and loaded, we can sprinkle these throughout our final sales page in different sections.
Thank you for taking the time to read this post, and I hope you learned something new here!
P.S. Here's some additional resources on testimonials:
- Swipe File of Testimonial Examples
- KopywritingKourse Product Testimonials
- How To Write Testimonials Article
P.P.S. Do you have any examples of how KopywritingKourse has helped you??
Let me know in the comments. I'll be bribing giving away 2 free t-shirts, sent to anywhere in the world for free to my favorite commenters!
Awww so much love and positivity in and around this blog post – nice one, Neville!
I have to admit that I haven’t taken the Kopywriting Kourse yet 🤭, but I read all your emails and am always blown away by the amount of useful info contained in your blog posts. Thanks for being so generous with your free content! And this sales page lesson came at a super helpful time for me personally, as I have to start writing a sales page for my own business website soon… (It’s like you JUST KNEW *eerie psychic vibes*…)
Lol, also, just gotta say that you were the first “modern-day” copywriter whose mailing list I joined, and your opening greeting (“Uhhhh hi”) blew my mind after 7 years spent writing for slightly more stuffy (ahem) academic audiences!! Now this looks like a fun way to write, I said to myself…
And the rest, as they say, is history – now I’m a full-time copywriter! Cheers, Nev, and looking forward to your next post! Keep up the amazing work 🙌🙌🙌!
And the
Here’s a copy and paste of an Email I sent you (Neville) 12/6/16 Right after I sold my previous business.
Once I started learning Kopy and some email marketing principles, we eventually generated wellll over $100,000 via email in our brick and mortar stores.
——
Hey Neville!
Just wanted to update you.. it’s been a little over a year since we worked together from your kopykonsults [and taking the KopywritingKourse].
Wanted to give you some quick details and say thanks!
When we worked together you 7Xed my money spent on you immediately/directly. So you “failed” your 10x goal… however, the principles and things you taught easily 100Xed the money I spent with you in only a few months. That was HUGE.. you 10Xed your 10x goal ;P
Long story short, The things I learned from you, the KopywritingKourse and your blog helped me grow Revenue, Profit, and simplify my marketing, which lead me to get the right buyers for my business and get multiple SIX-Figures more for my business when I sold it, only ~ 14 months later!
Thanks again man, SO much.. you rock!
-Brent
BecomingFutureProof.com
PS If you ever need a testimonial, hit me up, i’d be happy to connect and give you one.
Q – what if you don’t have testimonials YET🤔 ? haha
Hi Nev,
Really loving this easily digestible kourse ;)
Do you have tips for getting these types of testimonials? Do you make a specific “ask” for such things, or let them flow organically?
My company has some very nice testimonials, but many are not very useful because they are so general (i.e. “Great course, the instructor was awesome…” — though these are satisfying for us to hear as a company, I don’t think they sound very authentic or interesting. I want to extract the story (like yours do!).
Thanks again for such a great resource; planning to grab the course soon.
Jesse
Hey Jesse!
I personally let them kind of “flow” for the most part, however I HAVE in the past asked for them to my email list. This is a great way to get a bunch.
The one that worked best for me was on my birthday last year, I asked people in an email to respond with something about KopywritingKourse.
I’ve reproduced the whole email for you below:
You can view this scientific graph of my lifespan here:
(The current winning plan is to skydive into an active volcano on my 85th bday).
I have an ask of you on my bday:
If you could respond to this email with either…..
OPTION 1.) Respond with feedback if you like my material or how I could improve. Brutal feedback welcome.
OPTION 2.) Tell me how KopywritingKourse has directly impacted you. Whether it’s my free material or paid, I’d love some story (or even actual before/after numbers) of how KopywritingKourse has helped you.
That’s all :)
I sincerely appreciate you reading me stuff, it makes me feel very special :)
Sincerely,
Neville Medhora – 34 year old birthday boy
Hope that helps!
That is fantastic! Reminds me of a principle that was in “Made to Stick” (I think; been a while since I’ve read it), combining seemingly unrelated ideas to make something more compelling/engaging/sticky.
I love your idea above, I only wish my birthday were sooner now. Thanks for reposting it above.
Cheers!
Hey Nev, your writing style stands so different out from the crowd that I suspect every time after reading if you really are from planet earth or you are from some another planet. I am damn impressed with it.
Bahahhaa…..I am actually a robot :-|
Thank you so very much for the plugin tip. Been looking around for a way to get testimonials off a clunk Word doc and onto the web. Have learned tons from you over the years Nev!
Why thank you very much Jeff! I was using a clunky Google Doc filled with tons of random quotes and screenshots till I found that plugin. SUPER USEFUL!