Formula #6: Use Your Customer’s Own Words
The actual words of satisfied customers holds a lot of weight with prospects in virtually all markets. Somehow, the words of others —people who once were in the same situation, as the prospects themselves—has greater power to influence a prospect’s decision to buy.
Gather any feedback that you may have already collected from customers. Review all the letters, faxes, words or appreciation and general comments you’ve heard in the past. Survey past customers for additional feedback or solicit a review by a well-respected authority in your field. The more material you have to draw from, chances are, the better and more explosive your headlines will be.
If you don’t have such a collection, now would be a good time to start one. Record all words, phrases, reviews and comments and attach the attributed real name of the actual person who made the statement. Jot these comments down on a card, and send it off in the mail to the customer requesting permission to use their words in your marketing material. Most customers are happy to help out this way and they appreciate being asked for their permission first..
Using testimonials gives you a different perspective; one that prospects can more easily relate to. A good testimonial headline speaks to the prospect in a language he understands, about something he truly desires.
Let’s start with an actual excerpt I received from a customer who had just received my booklet on writing successful classified ads.
- “One of, if not the best investments I have ever made! This information is not only timely and informative, but it actually works. I learned more from your advertising book than all of those $39.99 to $200.00 courses you see on TV!”
Some additional examples:
- “WalkFit Is The Best Thing That Ever Happened To Me!”
- “I lost 33 Pounds In 30 Days With This Simple Plan. I Have More Energy And I Look And Feel Better Than I Have In Years. Thank You Miracle Diet!”
- “I’ve Tried Every Other Cleaner On The Store Shelf. Nothing Even Comes Close To The Shine I Get With SuperClean!”
Another form of endorsement headline you could try, is an indirect testimonial headline. It works best in cases where there’s a “voice of authority” suggesting an endorsement.
- “Police Say Buy It”
- “8 out of 10 Dentists Surveyed Actually Recommend Easy Chew Gum For Cleaner, Whiter Teeth.”
- “All-Night Donuts—Rated Number One For Taste By Those Who Ought To Know: Police Officers and Tow-Truck Operators”
Your instant Reference Guide To Creating Dynamic, Attention-Grabbing Headlines!
- By Robert Boduch