Testimonials are really important in any industry, but particularly for service-based. They’re like product reviews.
Leads who are on the cusp of buying something hunt them out for affirmation. So, in the sales process, they play a crucial role.
Testimonials are a sign of trust and value. Even if they’ve been given by someone you’ve never met, chances are that you’ve seen a testimonial at some stage and been influenced by one.
As a freelance copywriter or the owner of a copywriting business, testimonials will be the difference between success and failure.
Let’s look at some testimonial examples and work out the best strategy for using happy clients to land more copywriting jobs.
Testimonials aren’t there to inflate your ego
Firstly, let’s get something straight.
Many freelancers use testimonials in the wrong way. They’ll include quotes about how great they are, but these references usually omit crucial details.
Overly effusive testimonials sound like BS a mile off. The best-case scenario is that these kinds of testimonials get ignored. As the adage goes, the more you say, the less people hear.
However, the worst-case scenario is that they ruin your credibility and brand, plus your ability to source work in the future.
How do you earn testimonials?
Basically, you don’t earn testimonials as such. Instead, you earn the opportunity to ask for one when a project has been completed.
Some people might give you a sentence or two that you can use on your website or portfolio, but many clients will be too busy to spend time working on an amazing reference.
These guys will usually tell you to write something and ask to approve it. Now, although freelance life is busy and the last thing you need is another task, this is a golden opportunity.
The question is, then, what does a good copywriting testimonial look like? Assuming you’ve got some freedom, we’ve got some testimonial examples and tips for you.
Testimonial examples: 6 simple tips to follow
In no particular order, here are a bunch of rules to use as guidelines…
Rule 1: Create a testimonial for your audience, not for yourself
“Joe Bloggs is an amazing copywriter. We can’t wait to work with him again.”
Q: What does this quote reveal about this copywriter’s ability?
A: Absolutely nothing.
What you need to do is focus on results. When people read testimonials and product reviews, they’re in a certain mindset.
They don’t care about you. They just care about what’s in it for them. What results can they get if they use your expertise.
Do your emails generate an impressive click-through rate?
Have your product descriptions earned record-breaking revenues?
Did your white paper clinch that extra budget?
Rule 2: Include a photo and name alongside your testimonial
If possible, try to put a face to a name. On a sub-conscious level, a headshot makes a testimonial instantly more credible.
Having an impressive quote is one thing. Possessing a testimonial given by someone who is willing to put their picture by their words is another.
Rule 3: Use specific numbers
When you’re referencing the results of your work, don’t round figures up or down. Instead, include specific numbers.
Specificity evokes curiosity.
Leads are generally more likely to believe a testimonial with specifics.
As an example, if your sales letter generated $4,494.36 in sales, then say so. It sounds a lot more believable than if you said your work resulted in just under $5,000 of revenue.
Rule 4: Use plenty of well-known logos
Ever worked on something for a high-profile brand? Then use their logos.
People make connections between things they’ve heard of and seen. It’s comforting. It’s reassuring. And it’s impressive.
Using a famous brand and leveraging their reputation is one of the best and easiest ways to get closer to that sale.
Suppose you’ve completed some work for a high street business, like Walmart, Nike or McDonald’s. For starters, a logo from a corporate giant is instantly recognizable, so it would draw people’s eyes to it.
After that, the words do the rest. And one testimonial from one of these guys could land you work for years to come.
Rule 5: Turn a testimonial into a case study
A case study that clearly documents the before and after effect of using your copywriting services will be extremely powerful.
There’s something about the storytelling and the emotional journey that engages with people. Case studies make it incredibly easy for people to visualize themselves enjoying the same results.
That’s particularly true if lots of images accompany the case study. Regardless of whether we’re talking about graphs or screenshots, the more visual the case study, the better.
As an example, pretend that you’ve worked on a business case for a start-up that was pitching for investment.
If you were to expand a testimonial and turn it into more of a case study, this could be something quite powerful.
Other entrepreneurs would be able to see the start, middle and end of the project. You could start by talking about how you established the desired goals and then move on to how you approached the copy side of things.
After that, you’d talk about the end result and what your content achieved. Alongside a quote or two from the client and this would be a powerful piece of marketing collateral.
Rule 6: Videos work well, too
Remember when I said that including a photo of the person who gave the testimonial has a positive effect on the credibility of your reference?
Well, video testimonials are like pictures on steroids. Clearly, video testimonials are fiddly and time consuming to arrange and publish, but nothing works as well.
If a consumer isn’t convinced about you after watching a 30-second video that talks about your work, they never will be.
Imagine you were looking for an accountant and you’d narrowed the candidates down to two choices. One had a two-line testimonial with words you’ve seen a thousand times...
… the other had a video testimonial from an enthused client.
Which one would you plump for?
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