Copywriting 6.0: 5 Steps to the Best Testimonials

5 Steps to the Best Testimonials

Social proof is critical and can easily swing even the most hardnosed- uyer over to your side. A prospective buyer wants to know that other people who had the same problem as them (other than you) were able to solve it with your solution. This is where you provide that proof.

Minimum of 5 Success Stories

It’s important to show your readers that other people have purchased your product and succeeded because of it. Getting those testimonials may be hard at first, but it’s a vital part of the process. For example, if it’s a book you’re selling, a great way to get initial testimonials from readers is to give them a free copy. After the product launch, contact your customers a week or two after purchase and ask them what they think of their book. Provide them with sample testimonials and ask if they’d be willing to give one of their own. Post at least 5 of these on your landing page.

Top X Stories for the Current Month

If your niche is an ongoing one with new stories continually, and you’re collecting new testimonials regularly, showcase that ongoing success with the “Top X Stories for the Current Month” type of headline.  You can list a new set of 5–10 success stories every month from your customers. Any potential customer who comes back to site regularly after initially clicking on a link in your email newsletter, will realize that there are lots of happy customers out there.

Link to Order Page between Stories

When you tell stories of success on your sales page, put order links in between them. You don’t need an order link between a string of 5 testimonials, but you should put one in every 2–3 or so to give them the option to buy. That type of social proof is often enough to put them over the edge. Give them every chance to make a purchase.

FTC Guidelines Regarding Testimonials

Before you post any testimonials you need to know some of the rules, so you can stay on the good side of the Federal Trade Commission (FTC). For starters, FTC regulations state that any testimonials you place on your website must be real and truthful. In addition, if the reader was given the product for free, you must disclose that and you must have a contact list for those who gave you the testimonials. Plus, if their results are atypical (someone losing 100 pounds with a weight-loss book), you need to state that in a disclaimer.

Video, Audio and Images

Rather than simply posting short blurbs of people’s successes, support them with credibility-laden media. Even with strict FTC regulations, most people don’t trust what you tell them. So, have your customers tell them through a video or audio testimonial to personalize the message. If you can’t get audio or video, posting a headshot along with a text testimonial will do just fine.


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