That's what I have printed on most of my business cards, because the most trusted advertising isn't paid advertising, it's a recommendation from someone that you know. So if done properly, testimonials can be used in a similar fashion.
The following article from MarketingProfs.com talks about websites, but it applies to all media:
Testify!
"Testimonials are critical to any website that's marketing or selling products or services," says Rick Sloboda of Webcopyplus. To make his point, he cites the Robert Cialdini book Influence: Science and Practice, which posits that "we determine what's correct by finding out what other people think is correct." Customers feel more comfortable if they believe that others have made the same choice—and Sloboda gives this advice for enhancing their comfort level:
Real people, please. Always attribute your testimonials to people with full names. "Donna M. just doesn't cut it," he says. "In fact, it diminishes your credibility on the already suspect Web."
Address common concerns of potential customers. Highlight one or two key qualities with each testimonial. While one praises the quality of your product or service, another might tout your exceptional dedication to quick turnarounds or customer service.
Proportion testimonials to the demographics of your audience. "Going after the average Joe?" asks Sloboda. "Quote average Joe. Is your market upscale? Showcase sophisticated people. Do women make up 90% of your target market? Then 9 out of 10 customers providing testimonials should be female."
Give customer acclaim a prominent position. Sloboda warns against burying testimonials on a dedicated page where no one will ever see them—instead, spread the wealth around, placing at least one on every page of your Web site.
The Po!nt: "What others say about you can carry much more weight than your own words," suggests Rick Sloboda. "Arm your website with your clients' words. It's a powerful and economical way to generate trust, credibility and sales."
Source: Article submitted by Rick Sloboda.
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2 comments:
Great post...You are correct when it comes to testimonials and the connection to influencing others through their use!
The principles from the science of influence and persuasion that you are referring to is something I describe in my book (The Influential Leader) as “Social Norm” and it is analogous to a “herding” mentality that is deep-rooted within each of us! Simply put, if we perceive others doing similar, we will follow.
The use of testimonials is a tricky one though…So beware! There is a right way and a wrong way to put testimonials on your website. Often times, it’s best to not have them at all! So what is right and what is wrong? Here are two examples:
“Scott was fantastic!” – TL
“Scott was a driving force in allowing our customers to develop trust in us. As a result, our sales are up 50% in the last quarter!” – Thomas Leonard, Epson Electronics Sales Director
I would encourage people that place testimonials to do the latter example! If I can further assist, please don’t hesitate to contact me.
Sam Palazzolo, CPLP, MBA
Thank you Sam for your wisdom and insight.
Yes, a testimonial should be more than a slap on the back, but be able to explain why you are reccomended. I learned this in my radio career that without substance, a testimonial can be damaging because it is empty.
When recommending someone on LinkedIn for example, use the 2nd example that Sam wrote and stay away from the former.
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