Testimonials are one of the most important elements of persuasive copywriting. But not all testimonials are created equal.
Good testimonials are descriptive and specific. Rather than saying, “This product is great,” they offer specifics about the individual giving the testimonial has benefited.
One of the best ways to get world-class testimonials to use in your copywriting is what I call the “Before-After-After” template. Here’s what it looks like: Before the experience, immediately after the experience, and several years later. The second “after” is what really adds punch to the testimonial.
Let’s take the example of someone who’s just attended a seminar. Interviewing the individual on video, you ask, “Okay, before this experience, what was life like? After this experience, what’s life going to be like? Finally, three years from now, what do you think your life will be like as a result of attending this workshop today?”
Another way to use this technique is to [Read more...]







Resonates with me … as you know, I wrote a whole book based on breaking rules.

