Using Testimonials to Make Your Sale,
Testimonials provide your prospect with a strong push to buy … IF they are properly used. However, if used incorrectly, they can hurt your sale.
Do not use a testimonial in your headline or at the beginning of the copy UNLESS it is very specifically about your promise … and not about the product.
You want your prospect to be captured by your promise. Using a product-specific testimonial at the beginning does little to make that happen.
A testimonial like "Super VitaMan really boosted my sex drive" as your headline immediately signals that you’re selling a vitamin supplement. That raises your prospect’s sales resistance, making it harder for him to buy into your promise.
Instead, use something like "My wife keeps asking me what happened to the old man I used to be."
Generally, reserve testimonials for the proof section later in your letter. They add credibility to the claims you make there … and will help boost sales.