I’ve Interviewed Hundreds of Customers for Testimonials. Here’s Are My 3 Favourite Questions

Interviewing customers is the BEST thing you can do for copywriting.

They provide a treasure trove of information to identify what to talk about and how. But if you don’t ask the right questions, you only get surface level insights.

These three questions always uncover valuable insights and quotable soundbites to use in your copy.

What made you decide to use our service on that day?

Finding a reason to buy today is critical in copywriting.

Many potential customers are ready to buy from you someday, but someday has a nasty habit of never arriving. If you know what pushed someone over the buying edge, you can use that to persuade others too.

Ask this question straight after someone signs up.

What almost made you NOT choose us?

Reservations kill sales.

So addressing them in your copy is key. This question helps you discover those common objections as well as what persuaded customers to buy anyway.

All that’s left is to add them to your copy.

If someone was still deciding whether to use our service, what would you tell them?

Some testimonials are more convincing than others.

But if you just ask for a quote, people usually say what they think you want to hear. This prompt draw out quotes you’ll want to use by asking people to advise someone on the fence.

These testimonials are always more personal.

On occasions you have to probe the details or ask the same question in a different way, but they are well worth it. The data you get is invaluable.

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