Quick Tip:
Using Testimonials to Make Your Sale,
Part 1

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.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


Click to Rate:
No ratings yet
Published: April 11, 2005

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)


This name will appear next to your comment.


Your email is required but will not be displayed.


Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters


Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)