Testimonials are supposed to be proof of concept of your product/service, right? (edited for clarity)
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What if I told you that there is a specific sequence of questions that you can ask to guide your customers into helping them write fantastic testimonials?
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Who am I? An Introduction
Hi, I'm Mehoff.
I'm a 35 year old copywriter coach, former content writer, from Houston, Texas.
For years I struggled to find a decent strategy for requesting testimonials from my clients. I would just email them and ask for a testimonial of my results. Some of them would say yes and not remember to follow through. Others would write things like "Great service. Will do business again."
While my attempts at asking for testimonials initially helped with confirmation that I was making my clients happy, they didn't do much to help explain HOW I was helping them solve their issue. I didn't quite know what to do. I was at a loss.
Some time later, I was studying ISDRA copywriting techniques and had a crazy idea! I took the formula and flipped it onto its head! Instead of writing statements about myself, I took each section and turned them into questions to ask my clients.
This has given me incredible results! Now I am helping my clients shape their testimonials in a way that helps resonate with their peers, and my future clients. They are sharing their struggle, the solution to their problem, and the results they're getting because of it! The perfect little story arc, gift wrapped for you thanks to five simple questions.
If you're struggling with the testimonials of your customers, take a look at the simple questions listed below, and try them out for yourself. Post back here and let me know if this is something that you find helpful. Maybe you could write your own testimonial about learning how to use these questions in order to effectively write your own testimonial about my easy to use testimonial education.
See you on the other side!
P.S. I wrote the above, in ISDRA format. It's more of a lead magnet style, but can be flipped on its head for short powerful testimonials.
And it's so simple, you'll be smacking yourself in the forehead while exclaiming, "Why the hell didn't I think of that?!"
Wait, What is ISDRA?
If you haven't heard of this acronym, you're probably wondering what ISDRA is. It's a simple, yet effective format to structure writing into compelling and persuasive copy. Follow along and learn kids.
I is for Identity and/or Identify.
This section is where an "introduction" would usually be. But instead of a typical article introduction, you're specifically describing yourself or your target audience, and a goal that you have already achieved. You are building rapport by being relatable and having similar aspirations. As a copywriter, I would describe myself as a copywriter, who just wants to make an extra couple thousand dollars per month, from home.
For those who are new to the article or website, they read the first couple of lines and say, "Aha! That's just like me! I want to read on about this similar person, because I also want to achieve the same goal! An extra couple thousand sounds nice, and believable."
S is for Struggle.
This section is where you're going to describe a previous struggle. This section is used to describe a problem that I used to have, and that they are most likely currently experiencing. The struggle is necessary, because everything that has worth, is guarded by effort. An extra couple thousand dollars per month requires you to use effort. See what I did there?
Because the format is meant to be efficient, this section is used to really press hard on the pain points caused by the struggle. Late and sleepless nights, causing your dayjob to suffer. Not able to pay medical bills, or credit card debt swallowing up your entire check. Or your kids can't continue with their after school programs because you just can't afford it. They say they understand, but the pain in their eyes isn't hidden very well. Damn. That extra couple thousand dollars would be nice.
D is for Discovery.
This section is where you would describe having an epiphany or breakthrough moment. A circumstance changed or something happened that helped you to modify your efforts and techniques. This is where you're going to reveal your product or service as the solution.
For my struggling copywriting, it was finding formulas to help guide my writing. I learned how each section was supposed to interact with the previous section as well as leading into the next section. My struggle had been eliminated, and the goal of a few thousand dollars had become possible again.
R is for Result.
This section is where you're describing what life is like AFTER your struggle has been eliminated. I find it more effective to write this section as something like 80% of the goal has been reached. Your struggle is gone, you're achieving results, but you still have just a little more EFFORT to put in, to reach your goal.
Now that I'm no longer a struggling copywriter, I'm bringing in an extra $1,675 per month. I haven't quite brought in that extra couple thousand, but I'm close. It's helping pay those nagging bills, And my kids are happily able to continue with their after school activities. Except for Billy. He's fucking lazy. Doesn't like getting "hot." Tough luck. I need time to write, without you around you little shit.
A is for Call to Action.
Yeah, it's the 3rd word. Sue me. Up to this point, the format has helped create a believable story that your targeted audience should resonate with. The story is about someone who is similar to them, struggling similarly, who has found a solution to a same problem, and achieving good results. Once they've gotten to this point, they'll be far easier to persuade. Your solution is presented as the next step.
Now, if you're somewhat like me, you probably want to achieve said goal or something similar, but you've struggled similarly. It's why you're looking for the solution to this problem. And as an open minded person, you're ready to hear about what helped me overcome this issue. Sign up for my free email course where I'll send you even more manipulative emails and prep your wallet into a buying frenzy for my $2500 guru course. I've packaged it as a seemingly innocent free course, written with philanthropic motivations. Just fill in your risk free details below.
The Post Doing-Business Follow-up Email.
Above, I showed how the ISDRA format is originally intended, in a sales letter format. Now below, I've written a sample email to show what it looks like to use the ISDRA format for extracting the best possible testimonials. As you will see, it doesn't need to be anything long or complicated, but achieves great results!
It's been (days/weeks/months) been, since bringing (solution) into your world.
I'm reaching out because I want to make sure everything has lived up to expectation.
I would love to hear about your experience so far.
Maybe if you have a minute, you could help me out...
I wrote five simple questions that I've included underneath this email, and it would mean the world to me!
Thanks for helping,
PS. If you want to shout from the rooftops, maybe we could feature you on our homepage!
Totally optional, but it would be awesome!
ISDRA Questions To Ask
Here are the questions, including sample answers.
Question 1: Who you are, what's your story in a sentence or two?
(I'm Mehoff, a dad, a husband, and a copywriter from Houston, Texas.)
Question 2: What have you been struggling with and for how long?
(I've always struggled with not knowing what to say on my website that makes people want to buy. I've tried for years without much success.)
Question 3: What changed so you could overcome your struggle?
(From coaching, I learned about guiding prospects through a sales journey, with a simple formula that I can use everywhere on my site)
Question 4: What do your results look like now, compared to before?
(My conversion rate has skyrocketed from a sad 0.03% to 7.1% site wide, and everything he told me to do has turned to gold!)
Question 5: If you had one piece of advice to give to anyone unsure about buying, what would it be?
(Take a chance! He reveals a treasure chest of information, and also where to use it!)
Thanks again for taking the time to answer these questions. It means so much to me.
Oh, one last thing:
Can you think of anything that I could do to improve your experience as a (student/client) with my (product/service)?
Put together will help to give you another champion for your cause, and looks like this =
I'm Mehoff, a dad, a husband, and a copywriter from Houston, Texas. I've always struggled with not knowing what to say on my website that makes people want to buy. I've tried for years without much success. From coaching, I learned about guiding prospects through a sales journey, with a simple formula that I can use everywhere on my site. My conversion rate has skyrocketed from a sad 0.03% to 7.1% site wide, and everything he told me to do has turned to gold! Take a chance! He reveals a treasure chest of information, and also where to use it!
As you can see, this formula is simple, powerful, and versatile. I use it everywhere. Except when I'm trolling. But I'm certain that it can be effective there as well.
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Commented in thread 3 Cold Email Outreach Tips (That You Probably Aren't Doing)
Also bump after 1000 comments bulk uploaded.
Sir, I can do you a nice SEO.
And here I thought somebody loved me. FFS
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