When writing a landing page or an ad, you typically start by highlighting the problem the customer may be facing, and then positioning your product and its benefits as the solution.
We all know that the most effective copy is benefit-driven. But if your product has too many benefits, it can make the copy sound stuffy and unrealistic. 🤷♂️
The customer might be reading and thinking to themselves, ”can this product really do ALL of this…?”
Oftentimes, yes it can. But you don’t want to risk sounding braggadocious. You need the customer to believe in your product, without feeling like they’re being lied to.
The captains of copy broke down how to add a little bit of spice to your landing pages without getting overly fluffy.
The key to stuffing more benefits onto your page is to slide them into the customer testimonials. ⭐️
The reason this works so well? It’s coming from the voice of the customer, not the brand’s. People trust other people more than they trust brands that are trying to profit off of them.
According to a study, 88% of consumers said that they trusted reviews just as much as personal recommendations and made them much more likely to spend.
Now we’re not recommending that you completely fabricate your testimonials, but adding a little spice to genuine reviews never hurt anyone – especially if the benefits serve the customers’ best interests.
🤔 How to use this technique:
Write your copy as you normally would, highlighting key product benefits.
Then, when you get to the testimonial section, slide in a couple more customer-specific benefits or use the space to elaborate on certain benefits.
Check out this example: 👇
If you’re a company selling high heeled shoes, your page or ad may read like this:
- “The shoe comes in 5 colors.”
- “They’re versatile, stylish AND affordable.”
- “Featuring an elevated heel for a more confident lift, tan soles for a neutral aesthetic, and leather straps to keep your feet sexy and secure.”
- “Mix and match with all of your favorite fits for a casual, yet classy look.”
The body copy is kept relatively high level with features and benefits. Utilize the testimonials you’ve received from purchasers to bulk up the info!
- “I was worried because I have a wider foot, but they fit perfectly.” This addresses a common concern/objection some women may have when shopping for footwear.
- Took, “These are SO cute and so comfortable, I wore them at the office all day”, and added, “Fits true to size”, at the end to spice things up. This helps address another common barrier to purchasing.
- “They look flawless with my jeans and skirts” could be added to another basic testimonial to elaborate on the idea of them being able to ‘match with anything’ from the body copy.
✨ In closing
The sky is truly the limit with this technique. Just make sure you aren’t overdoing it with your testimonials. Too much sauce in the testimonials can also be a dead giveaway that you wrote them yourself. Balance is key! Try to keep it to one or two sentences for the best results.
Customers are your friends, leverage them accordingly.