What is copywriting?

Copywriting Secret 14

Hi,

Let me ASK you a simple question.

If your ...

mother
father
brother
sister
best friend
grandma
auntie
uncle
first cousin...

or anyone you had a good relationship with really believed in a
product or service you offered... and they tried to sell it to you...
would they have a better chance of succeeding than a door to door
salesperson?

Simple question, right?

It goes without saying - they certainly
would be able to sell more of you than
any door to door salesperson.

How could they do that?

Because you TRUST them.

I mean have you ever asked someone,
"Hey do you know a good mechanic?"

What you're asking them is, "Who do you TRUST
enough that you'd feel comfortable referring them to
me as I TRUST you and your opinion."

----------------------------
THE MOST POWERFUL COMMUNICATION
SHORTCUT IN EXISTENCE
----------------------------

TRUST is perhaps the most powerful
communication shortcut in existence.

So how do we build TRUST through our letters... when the people don't even get to meet us first.

One powerful way of doing it is through...

===========
TESTIMONIALS
===========

Think about it.

Now let me make this a little clearer.

There are testimonials and then there are testimonials.

I am not talking about a testimonial which says,
"Dr. John is a lovely doctor. I really like him and
would recommend him to anybody"...

That's not what I'm talking about. I'm talking about
connecting with people through testimonials which...

1. Are specific, and results based:

If your time management software has added an extra 1.5
hours to their day... and cause them to increase their
income by 23%.. then say so. Specifics
sell in advertising.

2. When you give a testimonial, don't have your patients
sound like B.S: Keep it in the same tone as your patient used.
Keep it conversational. Do NOT try and write it in a 'professional'
manner. That will make it sound FAKE, which is NOT a good thing.

3. Appeal to your TARGET audience: Make sure there's nothing in
your testimonial which is of NO interest to your target market.
Or worse still - offensive.

4. Have only ONE BENEFIT: If you try and stuff a testimonial with
too many benefits, you'll reduce the effect of what you're trying
to get across. If you're going to have testimonials on your website
make sure they are all about one benefit per testimonial.

If you want to see some real life examples of testimonials, here's
one for you to think about.

"I went to Dr. Carney about three years ago. I was hurting, and
I was sick all the time. After just 5 weeks of care, 90% of my
pain was gone. I felt better than I'd ever felt, I was playing with
the grandkids again, and I wasn't looking at a wheelchair. He's more
or less saved my life and I love him to death. I will never go to
anyone else because he's the best there is. He tells you if he can
help and he's a no nonsense type of doctor."

I hope you understand the POWER of testimonials.

They work!

Dr. Carney

P.S. If the patient or client or customer doesn't give you a good
testimonial that makes your hair stand up, just have them do it again.
They will because they want to make you happy. You should never have
a website without testimonials. NEVER!