Writing Powerful Testimonials

Testimonials are an important element in effective web copy, but only if they compelling.  Duct Tape Marketing has a post on How To Write a Great Testimonial.

His main tips:

• Get a testimonial from every one of your clients

• Consider audio and video testimonials

• Write them for them - or make it easy for them to write it

• Write as though you are speaking to a prospect (Most people write testimonials as though they are speaking to the owner of the company)

• Give a specific, measurable benefit of using the product or service

• Don't hype - write in plain English

To this list I would add that the testimonial begin with the "problems" the client was having before they bought your product or service and then proceed to write the core benefit.

Also, make sure you have strong testimonials whether you have them sprinkled throughout your copy, or on a separate testimonial page at your website.  My preference is to use the testimonials within the copy to back up or reinforce your marketing message.