Posts Tagged ‘message targeting’
As effective as testimonials are, you’d think they’d be everywhere. But the fact is, most companies don’t use them nearly as much as they should. Why? Because it’s all too easy to let testimonials fall through the cracks. Especially if no one is specifically assigned the responsibility for them. In most companies, if individual marketing managers want testimonials, they have to get them themselves. And with everything else on their...
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Powerful, persuasive testimonials don’t come from run-of-the-mill satisfied customers. They come from “true believers.” People who have a great story to tell about your product and the difference it has made in their lives. To find your product’s true believers, you need to start with a list of promising candidates: customers who – at least on paper– seem happy with your product. You’re also going to need a list of...
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If you plan to film customer testimonials for a TV commercial – or for your website — you’re going to need the very best ones you can get – and plenty of them. A lot is at stake, both in terms of your marketing results and your company’s image. So you need to be very selective about what kind of people will be representing you. And that means you need...
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Nobody knows more about how to use testimonials to drive response than infomercial producers. And many – if not most of them — include “new user” testimonials in their shows. With new user testimonials, you identify people in your target audience – those who have the specific “problem” that your product solves – and ask them to use the product for a specified period of time. You monitor their experience...
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Your decision to use testimonials ought to take into consideration the many different ways to use a “real person” in your finished, edited testimonial videos. Your existing customers are the most obvious pool of potential spokespeople for your company, brand or product. They’re people who use and adore what you sell, and whose enthusiasm for your product will add emotional energy to your testimonial videos. There are two broad categories...
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Tests of TV spots and infomercials demonstrate that you can significantly boost response rates, sometimes by 30% or more, by letting satisfied customers tell your story. My own theory about why testimonial videos are so powerful? Simple… Viewers expect you to say wonderful things about what you’re selling. It’s another thing entirely when someone with nothing to gain from your company’s success sings your praises. Suddenly the message doesn’t feel...
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