Eight Copy Glitches that Dry-Gulch Results

7. USING TESTIMONIALS IN THE WRONG WAY OR TO THE WRONG AUDIENCE. It was Milt Pierce who first suggested adding “C” (for credibility) to the old “AIDA” formula. A classic way to do that is with testimonials. But be careful how you use them. Don’t replace your selling thrust with testimonials; use them to augment your thrust. Don’t use the ones that read as if they were written by you; use real ones, ones that are believable to your particular audience. “Pioneers” are not often influenced by other people’s opinions and might resent that kind of approach. If your prospects are “emulators,” however, testimonials can be extremely effective.