John Carlton Copywriting Tips: How To Get Testimonials

In this copywriting hotseat John Carlton shows how to dig down and turn a boring testimonial into one which will sell your prospects.

When you get testimonials, first of all you have to get aggressive about it. You can’t count on happy people writing in to tell you about it. Some will, but if you are getting a lot of mail or email from people who are happy, there’s 20 times that number who aren’t writing to you but are just as ecstatic.

So, you have to have some proactive way to contact people to send you a testimonial. I am in the habit of, whenever anyone comes up to me and says “John, thanks a lot, you did blah”, I always say, “Great, you owe me a testimonial. I expect to see it in my email tomorrow morning.”

This does not mean that that is the testimonial that I am generally going to use. That is the start of the process, often, because what they generally will write is a “rah, rah” testimonial. “You’re great, I really like it, I would recommend your stuff to anyone. Joe Blow, Cincinnati, OH”.

You have to get back to Joe Blow, and say “Joe, why are you happy? What happened?” “Oh, my God…It took 3 days to double my bottom line, right out of the box”. That is your testimonial. With most people, there has to be some kind of give and take.
So, by going back and forth, it’s fair to help the guy get the testimonial out. The testimonial has to read as well as the rest of the copy in your sales message, or it won’t get read. So, it’s OK to help him write it. Now, you don’t want it to be in exactly your voice. If it sounds as if you wrote it and just sent it off to him to sign his name to it, you may have a little cognitive dissonance there.

It is OK to have someone else’s voice there. Basically, people are looking to the testimonial as a quick, third-party endorsement, so they feel comfortable about believing what you just said. When you say it, it’s bragging. When someone else says it, it is closer to the truth.

By the way, you always want to get photos in there. Try to make it as real as possible.
Stan: We got a 15% increase. That was all I did one day…didn’t even have a tech person do it, I did it myself…was get everyone’s pictures, put them in there, same page ran for a month. Ran the numbers at the end of the month. That was all we changed. I don’t know why, but I am not the only person who saw it. The reason I did it was that someone else told me we would see a huge bump. We did it, and we did.

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Pay On Results CRO Conversion Rate Optimisation

Conversion Rate Optimisation is the process of improving the user experience on a website in order to maximise the return from those visitors. Of course its vital to get the right kind or traffic to your website in the first place.


Persuasion Techniques To Make More Money Online (Conversion Rate Optimization)

Master these persuasion techniques and you’ll make more money online from your website and sales funnel.
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Step #1: Survey your visitors – Before you start to use conversion rate optimization to make more money online, you’ll need to know what to fix.

Through qualitative data you can get insights on why people are leaving and not buying. You can use Qualaroo or Survey Monkey to figure out why people don’t want to buy and which persuasion techniques to use.

Once you get 30 to 40 response you’ll have a good understanding of what issues people are having on your website and how to influence people to do what you need them to do.

For example, if the issue is that people don’t want to buy from your website because you don’t offer “free shipping”, then you can test offering that. By using free shipping as a persuasion technique to get more sales, you’ll be able to track if your conversion rate increases.

Step #2: Install Crazy Egg – through the visual analytics reports that Crazy Egg provides you can see how people browse through your website. It will show you how far people scroll, what pages they click on and where people are dropping off.

By combining this data with your survey data you will have a good understanding of the bottlenecks that are reducing your sales. Fix them and you’ll make more money online.

Step #3: Run A/B tests using conversion rate optimization – through Crazy Egg or Optimizely you can run A/B tests. A/B testing is showing a portion of your visitors your original web page and a portion of your visitors the new version that you think will convert better.

The testing software will show you if your changes convert more or fewer visitors than the original. In other words, which of your persuasion techniques are the most effective at helping you to make more money online by refining how you get more clients and get more sales.

After the test is over, you just have to rinse and repeat the process.

Thanks for watching: “Persuasion Techniques to Make More Money Online – Conversion Rate Optimization “.

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Web Page Copywriting Tips – Headline Ideas

A video, published by Today’s video covers how to generate headline, subject line, and content ideas with a simple Google search query.


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