Alright my young pupil, it’s about to start getting hairy.
As you know…..you and I have been hired to write a sales page together, and we’re several steps in:
- Step 1: We made a “Skeleton Outline” of our sales page.
- Step 2: We defined exactly what we are selling.
- Step 3: We wrote out 20+ headlines.
- Step 4: We wrote a personal story of how the product helps us.
- Step 5: We summarized everything customers get.
- Step 6: We showed what would happen if they don’t have the product.
Now we’re going to the next part:
Step 7: Adding In Testimonials.
One of the key elements to convincing someone to buy is having had OTHER PEOPLE have success with your product.
“Well if this guy had success with it, I surely can too!”
Social Proof is a very important concept in marketing, so collecting a whole stash of testimonials is important. In fact I have three primary places I store testimonials:
Desktop: I keep a folder on my desktop computer called “Testimonials” where I take screenshots of everything nice said about me or KopywritingKourse. I usually just do SHIFT + COMMAND + 4 on my Mac and it takes a screenshot of the area I want, then I drag it into the folder. This can be screenshots from Facebook, websites, YouTube comments….anything.
Email: I have a folder called “Testimonials” in my Gmail folders where I tag anything that says something nice about me or KopywritingKourse.
WordPress: All those stored testimonials don’t mean nothing if no one sees them, so I also store them in WordPress…..read the next section to see how it’s done.
Wrangling tons of testimonials is a bitch-and-a-half. So I have software to handle this. Fortunately the software is free!
It’s a WordPress Plugin called Strong Testimonials.
I simply dump lots of testimonials into this system, and it makes displaying them FAR EASIER than pulling testimonials and designing them manually.
You can see a sample of all my KopywritingKourse Testimonials here. The entire page is generated with the Strong Testimonials plugin, and is even random (if you refresh the page you’ll notice it switches the order of the content each time). Like this:
This plugin is going to allow us to embed testimonials into this post without having to deal with all the CSS and HTML junk.
For the rest of this post when you see a testimonial displayed, it’s being displayed through the Strong Testimonials plugin.
Sales pages often split up testimonials by type of testimonial. For example:
[Screenshot Testimonial 1]
[Screenshot Testimonial 2]
[Screenshot Testimonial 3]
Then another section would have some embedded “Video Testimonials”:
[Video Testimonial 1]
[Video Testimonial 2]
Then another section would have “Before and After Testimonials” like:
[Before/After Testimonial 1]
[Before/After Testimonial 2]
[Before/After Testimonial 3]
[Before/After Testimonial 4]
Another section could be “Character Testimonials”:
[Character Testimonial 1]
[Character Testimonial 2]
So let’s make 3 different types of testimonials for the sales page we’re writing together. I’m going to raid my KopywritingKourse Testimonials Page for them:
We are going to select some testimonials that demonstrate actual results people have got with The KopywritingKourse:
“I have rewritten almost everything on our website thanks to Kopywriting Kourse.”
Hi Neville, I am the Marketing Communications Assistant and aspiring copywriter at my company. I have rewritten almost everything on our website thanks to your Kopywriting Kourse.
“For the first time ever I’ve had readers ask me when the next email/blog is coming out!”
For the first time ever I’ve had readers ask me when the next email/blog is coming out!
My latest posts have generated a lot more engagement in our groups.
Usually, they get 1 or 2 likes max, and 0 comments.
This latest one so far has 6 likes, 13 comments and counting! Actual discussions are happening:
The email version actually got replies! We’ve never had replies to our emails before.
It was a value email. I wasn’t expecting anything back.
1 reply mentioned how much she loved the report I sent her.
And the other 2 asked for more info about comparing the two payment gateways:
Not massive numbers, but this is a first for me as a copywriting newbie AND the company I currently work for.
I’ve read your book, Nev. Highlighted the hell out of it. I read every email you send me.
And I love the practicality and simplicity of your courses.
It’s helped me to break free from that nasty ‘corporate’ voice our bosses so want us to have. The reality is though – it just doesn’t work.
Thank you for your help! Kind Regards.
In this section we are going to feature a testimonial that includes a video.
“There are 5 books/courses/other things out there that I claim actually changed my life. This is one of them.”
I randomly came across this course on Google and it changed my life. I didn’t just learn how to write compelling copy — I learned how to effectively communicate my thoughts in any situation in a way that appealed to other people’s wants and needs.
It also taught me how to write emails properly. The same email techniques that helped get Tucker Max, Casey Neistat and the founder of WeWork to speak at Hustle Con. It was a low-time-investment, yet super-high-return for me.
There are 5 books/courses/other things out there that I claim actually changed my life. This is one of them.
This section is going to feature testimonials that talk about my character, and demonstrate I’m a good guy and good teacher:
“You are a copywriter with ethics”
Hey Neville, I have learned a lot from your office hours and other course materials so far.
I really enjoy and admire how much valuable content you put out and the fact that you are a copywriter w/ ethics (referring to the time in office hours a few weeks ago where a guy had a Clickbank landing page about curing depression and you just flat out said it made you uncomfortable and you didn’t want to coach on that particular topic). That was awesome.
Most of the copywriters I know work on projects like that (curing diabetes, depression, cancer, etc.) so it’s really admirable that you use your highly valuable skill ethically.
“I‘m a visual learner so it was super helpful to see your “skillz” live”
Neville, Just completed the Kopywriting Kourse. Thank you for doing that by the way. I‘ve read the Boron Letters, and various other bits and pieces of other copywriting books. Your course, for me, was the best thing that I‘ve been through so far. I‘m a visual learner so it was super helpful to get a chance to see you displaying your “skillz” live…or as close to live as a recorded video can get.
“Within 3 days of posting the article I had around 2000 shares”
About a year ago, I launched my first blog with no experience. I had just taken your Kourse on Kopy, and decided to format my first blog post in the AIDA format. The “action” portion being basically “hey sign up for my mailing list if you like articles like this”. Within 3 days of posting the article, I had around 2000 “shares” and over 2000 people on my mailing list. So thanks!
“I am now a senior media buyer heading up Facebook”
I started reading your stuff a year ago as I headed an email project for a digital marketing agency. Your copywriting advice is clear and concise making it extremely easy to see the value of what you’re teaching. I am now a senior media buyer heading up FB stuff for a new company and continue to read your stuff.
Thanks for the help over the years.
This is going to feature testimonials that show the product can be life altering and therefore a great investment.
“Your course is actually required reading at the company I did work experience at!”
I have always thought of myself as a rather persuasive person, but your Kopy Kourse changed me forever. By the way, it is actually required reading at the company I did work experience at! The course was so good I did it twice! I am trying to get an early start on life, and you have really helped me out with that. I owe you!
“I am more successful at achieving my goals by thinking of this principle”
Your work has changed my mindset, and I think the ROI on my new thinking is infinite.
You taught me that people don’t give a crap about what I want (at first), they care about themselves, and what I can do for them. So when I meet new people, when I’m trying to sell my music, or myself, or with friends, even with my wife, I am more successful at achieving my goals by thinking of this principle.
Thank you for teaching!
A major part of this KopywritingKourse product is the live Office Hours that happen every two weeks, so we want to feature some testimonials showing they are really valuable.
“I’ve made back my $500 two-fold in the two months”
Thanks for your awesome answers during office hours. I’ve made back my $500 two-fold in the two months I’ve been writing for others instead of my own blog, with some outstanding invoices and a bunch of clients looking to start work in 2018.
Real quick…I finished my recent post that was directly inspired by your post on using images in content.
I’ve written two articles for this new startup so far, and will potentially be writing their monthly newsletter soon, too.
Thanks for all the help you’ve given me in kick starting my freelance career!
“I had NO IDEA how valuable and fun it would be until I logged on for a few of the office hours calls.”
*Office Hours Gold*
I signed up for Nev’s Kopy Kourse because of his entertaining, generous and witty writing.
I had NO IDEA how valuable and fun it would be until I logged on for a few of the office hours calls.
You’ve helped me and my new business in more ways than I can say right now.
But, at the end of this week’s 2+ hour session…with like 3 people remaining…you showed why these calls are so meaningful.
You connected with a student (fan) who was searching for a little help and encouragement.
I was blown away — truly moved — by your advice, empathy, patience, humor and how real you were with him.
More impressive than being a great writer, it shows what kind of person and friend you are.
I told my wife about it the next morning.
You’ve got a fan for life.
Thanks for everything you do, Nev.
These are going to be testimonials that visually show before and after examples.
“Using your framework, we increased signups of our free marketing course by 361.73%”
Holy crap, Neville! Using your framework, we increased signups of our free marketing course by 361.73% — just by tweaking a few words on the landing page. A massive conversion-rate improvement for such a small change!
Here are before-and-after shots of the landing page we tested using your copy changes:
Original: (8.82% conversion rate):
Improved: (40.74% conversion rate):
Just wanted to reach out and say THANK YOU!
“I got more than 2.5X the attendance rate (49%). Not to mention 4X the number of actual attendees!”
I’ve really enjoyed your KopywritingKourse. Thanks to you, I now follow your formula of “Result-Objection-Time” on my webinars rather than my previously boring titles.
I instantly got 2.5X higher attendance rate in 1 week.
Before applying your material, I used really boring titles for my webinars like “Create Your Digital Strategy” and got 19% attendance.
The next week I followed your R-O-T approach and changed the name to “Double Your Leads (On Autopilot) In 8 Weeks Using Social Media– Even If You’re a Computer Klutz, Busy, or Been Burnt Before!” … and I got more than 2.5X the attendance rate (49%). Not to mention 4X the number of actual attendees!
BEFORE (Boring Webinar Title): “Create Your Digital Strategy”
AFTER (KopywritingKourse-Style Webinar Title): “Double Your Leads (On Autopilot) In 8 Weeks Using Social Media– Even If You’re a Computer Klutz, Busy, or Been Burnt Before!”
Same webinar, but with a simple change in copy from your course, it did 4X the volume!
We want to show companies they should buy this course for their employees and train them to become excellent copywriters, so all their marketing materials convert better.
“But then I gave her your course and she got a helluva lot better pretty much instantly.”
I have a girl who was working as customer service, but she’s never written. Needed a female writer. She was just using all these templates for writing hooks, positioning, propositioning. It sucked. But then I gave her your course and she got a helluva lot better pretty much instantly.
“….it’s given me a HUGE boost in value that I can bring to the company I work with”
Your Kourse has given me the confidence and ability to take on copywriting projects way outside of my comfort zone and it’s given me a HUGE boost in value that I can bring to the company I work with. My CEO has told me first hand how happy he is with the copy I have written for his websites, emails, and blogs. Thanks for everything you do and I hope to have a beer with you one day. Cheers!
As you can see my friend, by collecting various testimonials over the years, you can build up quite a collection. I would highly suggest you do this for your own business.
Now that we have an assortment of testimonials locked and loaded, we can sprinkle these throughout our final sales page in different sections.
Thank you for taking the time to read this post, and I hope you learned something new here!
P.S. Here’s some additional resources on testimonials:
P.P.S. Do you have any examples of how KopywritingKourse has helped you??
Let me know in the comments. I’ll be
bribing giving away 2 free t-shirts, sent to anywhere in the world for free to my favorite commenters!