Posts Tagged ‘Testimonials’
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 →
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...
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 →
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...
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 →
