Here’s video #5 from master copywriter John Carlton in his “Copywriting Checklist” series. This one deals with testimonials (in fact, there are another 2 videos on this topic, and I may include them in a future post).
Now, testimonials are one of the key “proof” elements to include in any sales letter. But to get the best effect, they need to be carefully woven into the letter to support key points and also to be framed in a way so that they are relevant to the reader.
John brings out this point in the video with 3 questions you need to ask about any testimonial that you include.
Remember, as well, to include an attention grabbing headline with every testimonial! People aren’t necessarily going to read all the testimonials so you need to include a headline to maximize your chances of getting the point across.
Here’s the video…