Posts Tagged ‘response rates’
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...
More →
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...
More →
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...
More →
Almost nothing works better than a good customer testimonial – or worse than a bad one. After you’ve gone to the effort and expense to set up a shoot, the last thing you want is to wind up with is testimonial videos of customers who don’t come off as passionate, sincere, credible, or even likable. So what makes the difference between an unconvincing testimonial and a powerful one? In a...
More →
I spent over 20 years on the client side of marketing and I knew that testimonials could lift response 30 percent or more. But every time a writer would ask if I had any testimonials I had to say no. I knew I should be using testimonials – but I didn’t have the time to go out and get them. And to tell you the truth I wasn’t sure how...
More →
