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Because prospects expect them to be genuine, testimonials should be unsullied by a copywriter’s hand. In almost every case, believability trumps slickness. Attributed testimonials using both first and last names of satisfied customers are always more convincing than initials or first names alone. A full name followed by a location rings even truer.
A recent Big Brothers/Big Sisters campaign showcased Big Brothers and Sisters who described their grueling 60- to 70-hour work weeks in their own words. The headline for each testimonial was the same: “My Greatest Investment.” The last line was expressed in various ways but conveyed this feeling: “For everything I put into my Big Brother match, I receive back tenfold.” This ad is believable because it’s credible. And you’re given the photos, names and words of real people to prove it.
Secondary product benefits. Another way to bypass a prospect’s hype detector is by showing product benefits in new, unexpected ways. Several weeks ago, I received an anonymous e-mail listing 20 tips for using Bounce Dryer Sheets. One tip claimed that stuffing a Bounce sheet in a pocket would repel yellow jackets and mosquitoes. Doing some digging online, I found that P&G stated it was not the source of the e-mail. The company probably didn’t want to deal with EPA restrictions covering bug repellents. But the concept still holds. I personally know of five bug-haters who immediately went out to buy Bounce. And getting consumers to buy your product regardless of the reason is what breaking through the benefit barrier is all about.
Ruth K. Sheldon is a freelance copywriter and president of Ruth K. Sheldon & Associates in New York City. She has worked with Condé Nast, Meredith Corp., St. Regis Hotel, etc. Sheldon can be reached at shelru@aol.com
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