Steps 7 to 10 in Alex's Proven Web Copy Formula


Okay, step seven is testimonials. So write down all the testimonials you get from people, how easy can this be? You already have them, or you can get them, and we're going to talk about how to get them.

Well, bottom line is write them down. Who's it from? Where's the city? What company, and what's their web site if it's applicable? So write down all your testimonials. This is not rocket science. That's step number seven, you're having the majority of your page written and probably the most important parts written. If you put these things on separate pages you can just chunk them and make them flow into your copy. The biggest mistake people make is the lack of flow of copy. This allows that flow to be looked upon from an aerial view and say "Well, the testimonials should go there, the testimonials should go here ..."

I like to pepper in my testimonials. Like in my MarketingWithPostcards.com if you go to the web site you'll see an anchor tag there. Which is like a bookmark. And what the anchor tag does is it says "See who gives Alex raving reviews". Now when you click that, instead of making you read all the bullet points that preceded that you go about a third of the page down and it says "Why Alex Mandossian is getting raving reviews". And the first one is from Jay Conrad Levinson and the headline reads "Alex is a guerrilla marketing
genius". Now that's a pretty good testimonial. That's the headline.

Every one of my testimonials I put headlines, which is an extraction from the actual testimonial. So I give them a headline, I put a picture of the person and then I give the full testimonial, "Jay Conrad
Levinson, best selling author and acknowledged Father of Guerrilla Marketing, San Rafael California"

Next one: "Alex's techniques make more money". That's by "Joe Vitale, renowned copywriter and best-selling author of Hypnotic Writing, Houston, Texas".
Jonathon Mizel: "Truckloads of web site traffic using postcards". That's the headline. "Jonathon Mizel, publisher of the world-renowned Online Marketing Letter. Kihei, Hawaii" And so on and so on.

So I like to put those guys together and I pepper other ones in like Kenrick Cleveland who's a world renowned persuader, I put his in, Yanik Silver, world renowned marketer online. Dale Carnegie, one of the Dale Carnegie directors in the New York office ... I write his testimonial because he gave me one. That's peppered in a little earlier. Kenneth Varga, his testimonial's in there as well. So they're all peppered in, in different places, and they're from famous people and obviously they do help. But I like to put them in different parts of the ad copy because I assume there's no one who's going to read every single word.