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Great testimonials are a powerful part of a copywriters tool kit. That’s why you should never settle for weak, vague or generic testimonials, even if that’s all your client has given you.

Don’t wait for great testimonials to come to you. Go out there and get them! When you do, you’ll be able to get testimonials that highlight certain key benefits. This lets you show your prospect that someone just like him has used this product and gotten great results!

Most customers give the same type of testimonial. I call it a Before and After testimonial. He tells you the problem he had, and how this product solved it. This type of testimonial is definitely better than just saying, “I loved your product!” but in today’s market you need to go one step further.

Here’s what I mean. Everyone is using Before and After testimonials now. They’ve become standard. This has made them less effective than they use to be. Your prospect sees them all the time, and before long they all start sounding the same.

In today’s market, you want to use testimonials that are richer and more powerful. Luckily, you can get a stack of real-life testimonials that will highlight different key benefits. It’s just a matter of going out and getting them.

Grab your list of satisfied customers and start interviewing them. Spend 20 minutes talking to each one. Think of this as a “search and find” mission. Your job as a copywriter is to uncover the rich, emotional stories behind all of those Before and After stories. That’s the first step.

The next step is simple, and it’s the key behind getting the best, most powerful testimonial possible.

As you finish your interview, take a moment and ask the customer you can use what he said as a testimonial for the product. Most likely, he will say yes. When he does, tell him that you’d be happy to type one up based on the comments he’s made. Let him know that he will have final approval on it before it’s used. Most customers love this idea.

As long as you’ve done a good job interviewing the customer, you’ll have a ton of great material to work with. If the customer has agreed, all you have to do is take what you’ve got and create the best testimonial possible.

Take some time to review your notes. Then ask yourself a few questions:

* Which angle should I take?

* Which key selling points do I need to reinforce?

* Which one does this story support the best?

* What is the best way to use or position this story?

* What parts will make my prospect think, “Hey, that guy is just like me!”

Just imagine how much more powerful and effective these type of testimonials will be. All of the different angles you can take and the great real-life tidbits that you can weave through your sales copy.

Interviewing is a great way to get powerful testimonials for your copy. The key is understanding how to guide the conversation so you can get to the “good stuff” in a short period of time. Then it’s just a matter of positioning it properly.

You’ll have a testimonial that’s written in your customer’s words, only better. It’s laser-focused. It addresses key selling points and reveals real needs and desires that your prospect will immediately connect with. It’s a testimonial that most copywriters only dream about!