Creating testimonials: How to win customers

When facing the challenge of effectively presenting your services, testimonials are an essential tool. They serve as social proof that convinces potential customers that your statements are true and that others also benefit from your offer. This step-by-step guide shows you how to integrate compelling testimonials into your copywriting.

Key Insights

• Testimonials build credibility and trust.
• Use authentic statements from satisfied customers.
• Design the presentation of testimonials in an appealing and clear manner.
• Shorten longer quotes to increase readability.

Step-by-Step Guide

Testimonials as Evidence

One of the first steps in creating testimonials is understanding that mere claims often are not sufficient. If you say you have taught 5,300 students, these statements should be supported by real experiences and opinions. Testimonials serve as evidence of your expertise and help to dispel prejudices.

Choosing the Right Testimonials

To obtain convincing testimonials, you must be able to communicate with existing satisfied customers. Think about who has already given you positive feedback and contact these individuals to obtain their permission to use their statements. Satisfied customers often make particularly good candidates as they can convey authentic impressions of your services.

Designing the Testimonials

An effective design can make all the difference. In addition to written testimonials, you can insert awards or certificates. For example, if you have won an award as "best piano school 2018," make sure to include a picture of this award. A visual element enhances the credibility of your statements.

Formulating the Testimonials

When creating text elements for testimonials, consider what elements these statements should contain. One or two short sentences from your customers are ideal. For example, a customer statement could read: "The lessons offer young and old the opportunity to make rapid progress." Such statements make the testimonial appealing and provide valuable information about your services at the same time.

Applying Quotation Marks

To highlight the testimonials, you should use quotation marks. This can visually emphasize your statement and signal to the reader that it is a quote. Also, consider whether you can reduce the font size of the quotation marks or style them in a different color to make the text more organized and inviting.

Increasing the Readability of the Testimonials

Ensure that the testimonials are easily readable. Do not use overly long quotes; ideally, they should be between four and five lines long. Shorten overly long quotes to keep your readers' attention. By providing two to three effective testimonials, you give potential customers the impression that there are real people benefiting from your services.

Addressing Skeptical Inquiries

It is important to understand that not all readers are immediately convinced. Even skeptical individuals can be addressed with well-crafted testimonials that emphasize the authenticity of your service. Contrary to the assumption that testimonials may be falsified, sharing real experiences enhances the credibility of your brand.

Diversity of Testimonials

To reach a broad audience, you should use different testimonials that highlight various aspects of your services. If one person and another customer make similar statements, this can be counterproductive. Ensure that the quotes differ from each other and reflect different experiences.

Conclusion

Testimonials are a powerful tool in copywriting that helps you gain trust with potential customers. You should always aim to present authentic, easy-to-read, and visually appealing testimonials. The right use and design require learning, but the effort will pay off when you acquire new customers for your services.

Summary

Proper handling of testimonials can help increase your credibility and gain the trust of potential customers. Follow the steps mentioned above to create meaningful and appealing testimonials.