Recently a sales letter came across my desk for me to critique. This letter was excellent in around every single way, except for the way the testimonials were positioned on the page. Maybe that seems like a small detail, but it’s not. In fact, it can actually make a huge difference in your response.
This letter, while excellently crafted, had testimonials tabulate of tossed in there, randomly. You know, where there’d be a paragraph or two, then a testimonial. Another couple paragraphs, then a testimonial. Only problem with this is that it totally interrupted a sales pitch that was captivating furthermore interesting to read. The testimonials were actually kind concerning annoying to look at, because they were in the way.
Now, look, I realize everybody has a different opinion on this. And if you’ve tested this, and find the random approach works for you, then just ignore what I’m about to say. But most people I’ve questioned, and tests I’ve seen, show people rarely read testimonials when they’re just sort of inserted in the middle of the pitch “helter skelter”, with no context.
In fact, they’re ignored.
And if they’re ignored they aren’t doing you either good whatsoever. Especially whether your ad is totally captivating (as it should be anyway) and your readers are enthralled by what you have to say.
If you think about it, inserting testimonials randomly in your ad is like giving a face-to-face sales presentation, polysyndeton each few minutes — impartial when the prospect is in a “trance-like” state by what you’re offering — interrupting your pitch (and thus, yanking him out of this “trance”) by pulling out a testimonial and reading it to him. When in reality, he wants to hear more about what you’re gift him.
There are exceptions to this, still they’re mostly for ads selling a professional service where there’s a lot of competition — and people are basically comparing two selfsame things to another, strenuous to figure out which alone to buy.
The two best ways I’ve seen to use testimonials is to either (1) solve them into the pitch — just as you’d use a bullet point, a subhead or any other material of the ad — or (2) use them at a point in your simulation where you need remarkable credibility to dorsum up every outrageous claims. Like after a pile of red-hot bullet points or even at the end of the ad, after the “P.S.”
Again, some copywriters insist on having them scattered throughout the pitch and, in few cases, it probably works. But suppositive you lack to incur them as a part of the sales pitch, working for you as strongly as all your other sales points, then you can never go wrong by putting them in strategicall