I always like to take a look around at what the big boys (Franchises) are doing with their web copy, ad copy and direct copy pieces. These bigger companies spend thousands on copywriters for these pieces -- so I pay attention.

For the purpose of this article, I'd like to direct your attention to the testimonial. The testimonial is very effective and most direct mail copy has at least one if not two testimonials placed in a prominent position.

I'm not going to bore you with the details of conversion rates using the testimonial versus not using one. Just accept the fact that the testimonial if done right, can easily triple your response rates. The reasoning behind placing several testimonials is that there are different groups of buyers with differing perceptions.

Using so called social proof to "call out" to the prospect and pluck at his heart strings, his reasoning, or his "sensibilities", he is drawn in closer to a potential relationship with you.

Ok, I'm sold. I could probably use an increase in my response rate for new home warranty post cards. How do I collect these testimonials?

Well first off, know what kind of testimonial you'd like for a specific piece. The testimonial should support your ad copy for a perceived benefit of the service you're offering.

Secondly, and this is important, say NO to having customers write their own testimonial. Customers who offer testimonials do so with good intentions but all to often, they get too busy, are "stuck" about what to say or they don't know "how to start." As a result, it never gets done or worse yet, it's poorly written and can't be used. This happens about 95% of the time and represents a tremendous loss of opportunity.

To prevent losing these opportunities, you need to overly simplify the process for them. Suggest that you'll type something up -- and send it over for their approval.

Recognize The Opportunity

It's never a bad idea to call up and interview a client on their experience with your services as you can tailor the questions to suit your angle or slant for the copy. Generally, most opportunities to collect a testimonial come from every day phone conversations with your customers.

During the conversation they will commend you and get excited about the experience and benefits received by using you and your services. You have to be on the look out for such a conversation and interject - May I ask a favor? Could I possibly use what you just told me in a testimonial -- don't worry I'll type it up and have it sent over for your approval.

This approach works 9 times out of 10. Ask for the favor and then make it easy for them to comply. You then have a certain control over the copy making it comply with what you need it to say, in the space, (number of words) you need to say it in.

Massage The Message

The "what you need it to say" is the hard part. You have to take what they said to you and convert it into something useable. There are many different formats out there and following them blindly makes for boring copy. Writing it yourself also means that you can zero in on what it is you want to use, from the conversation, for the testimonial.

We don't merely want, a testimonial, we want one that specifically supports our services sales copy. More than that, we want one that adds dimension to the sales copy. Ethical, sincere, true "slice of life" testimonials tend to capture the buyer's emotional state about owning the benefits acquired as a result of our service.

Testimonial Formats

Here are three common testimonial formats.

Format: The before and after story. We all know this one and mentally dismiss it.

Format: Feel -- Resolution - benefit. I was feeling, but I found that...

Format: The five fundamentals. This works best if understated...

• 1) Hey, I'm just like you.
• 2) And I HAD the problem you still have.
• 3) And then I found this GUY, and he had the answer to my problem.
• 4) In fact, here's SPECIFICALLY how he's blessed my life.
• 5) And if he can bless my life, I know he can bless yours.

Remember, something is better than nothing. So start grabbing a few good testimonials for your web and print advertising. Get into the habit of recognizing a testimonial opportunity and ask for the favor.