16 Ways to Use Testimonials in Your Copy

I’ve always believed that third-party endorsements are a great way to add credibility to copy. After all, I can say I’m great, but if somebody else says it, someone without a vested interest in my success, that carries much more weight.

The problem with many testimonials is that they come off sounding canned and solicited. Does anyone really talk in superlatives, with losts of exclamation points?

Over at Copyblogger, Dean Reick just wrapped up a terrific four-part series about testimonials, their importance and use. The final installment reveals subtle ways your can integrate testimonials into brochures, newsletters and sales copy.

Here are my favorites from his list:

Provide case histories of some of your best customers or clients. Studies show that tangible case histories can be more effective than statistics. Simply write up an account of how someone solved a problem or derived a benefit. Before and after descriptions are particularly effective.

Tout the number of products sold. “More than 5,000 satisfied customers!” It always helps to keep good records. Dig through your sales statistics and see what figures you can come up with. You might have to estimate, but make it reasonable and believable. And be sure you have data to support your claim.

Warn customers about limited product. “Supplies are limited.” This shows popularity plus scarcity, another powerful human motivator. Be careful. If you cry wolf, people will eventually stop believing you.

Say how long your product or service has been a bestseller. “America’s leader in cell phone ring tones since 1998.” This says popularity, quality, and consistency. This can often be more effective than just saying how long you’ve been around.

Cite information on your market leadership. “The #1 pomegranate pie maker in Ohio!” Being first or tops in your market is an unbeatable claim. If you can’t be the first to start your type of business, come up something you are first at.

Show important or well-known people using your product or service. This invokes the “halo” effect, connecting the good feeling people have for the celebrity to your wares. Just make sure you have permission.

Cite favorable reviews. Third-party information is always powerful. Some products are lucky enough to get reviews spontaneously, but as a rule you must notify people of your product or service and suggest a review. Don’t be shy.

Cite mentions in the media. Newsworthy products and services are more trusted. If you get a favorable mention, you can quote it. Otherwise, you can list media coverage. This is an argument for a good public relations effort.

Associate your product or service with respected magazines. “As seen in Widgets Today Magazine.” List the magazines you advertise in to show public approval of your product or service.

Associate your product or service with respected media. “As seen on TV.” Television is considered very credible. If you appear there, you have instant credibility. List the networks your advertisements have appeared on.

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