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:
Show "Video" Testimonials:
In this section we are going to feature a testimonial that includes a video.
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:
Show "Changed My Life" Testimonials:
This is going to feature testimonials that show the product can be life altering and therefore a great investment.
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.
Show "Before/After" Testimonials:
These are going to be testimonials that visually show before and after examples.
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.
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!