Using Testimonials As Headlines

I'm in the process of filming one of my products right now.

I'm putting in a lot of time and energy working with people - teaching them my program in exchange for testimonials.

And they're going to be awesome.

I'm actually having my videographer film these people in the documentary style the product is being patterned after.

For me...

Social proof isn't just essential to have, it's what can REALLY set you apart from the competition...

...and help you to avoid leveraging the often overused headlines and techniques that copywriters become dependent upon.

I've seen so many variations of swiped headlines that it makes my head spin.

I'm not saying they don't (sometimes) still work. It just depends on the market.

As another copywriter told me, "Those 'one weird trick headlines' work - when they're backed up with something original and credible."

No doubt.

But when you have powerful testimonials from REAL people who achieved great things by applying the information you've given them (whether it's a product or service,) you have the opportunity to rise above copywriting cliches.

Here's a quote from a testimonial I received yesterday:

"I hated my husband. I was planning to leave him and even started looking for my own apartment. Mark's program saved my marriage and made me fall in love with him all over again. I can't imagine my life without my husband. Thank God!"

That's a way better lead off or headline than:

"Who else wants to save their marriage through the power of massage?"

Argh.

Testimonials can often be WAY more powerful than pages and pages of copy.

And if you lead off with a testimonial, it can speak to your target audience in ways that swiping old tried-and-true headlines could never accomplish.

You could even tell the story of the person/people who provided the testimonial.

The possibilities are endless. This shit writes itself.

Anyway...

With everyone and their mother swiping, testimonials are the only truly original copy we have.

They can help position your brand and product or service in ways that nothing else can possibly touch.

Take the time to get them. Real ones. Not that Fiverr crap.

Does it make the pre-launch process take a lot longer?

Yup.

And you'll actually convert when you DO launch.

No brainer, right?

Mark