Believe it or not, there are some testimonials that should not be used in an ad. I know that may sound almost like “marketing blasphemy”, but it’s true.

Here’s why:

There are two types of testimonials:

1. Empty testimonials

2. Performance testimonials

Empty testimonials are testimonials that are…well…empty.

They have nothing behind them. They are as empty and hollow as saying, “gee you’re wonderful.”

An example would be something like:

“I really liked your new copywriting book. You’re a great writer and I love the color you used on the cover!”

See what I mean?

They don’t “say” anything that helps advance the sale.

Now, this doesn’t make them bad testimonials — nor does it mean the people who give these kinds of testimonials aren’t appreciated. But it does mean these testimonials are useless in an ad.

On the other hand, performance testimonials — testimonials that describe a certain claim and benefit the person experienced due to the product — are as powerful and relevant to the sale as any other part of your ad.

An example of a performance testimonial would be:

“I put an extra $10,000 in my pocket in 24 hours after reading and applying the secrets in your copywriting book!”

See the difference?

An empty testimonial can be ignored (and usually is). A performance testimonial, on the other hand, is almost impossible to ignore. It becomes a part of the ad itself. As relevant and useful as a bullet point or sub-headline.

And when placed strategically in your ads, where you can harness their strength and use them to reinforce your claims, they add an whole new layer of selling power to your ad that can make a HUGE difference in your response.