April 26, 2021

With marketing having to constantly evolve, we have to find ways to give prospects the information they need to help them make an informed decision.  People do not want to be sold to, or at least not in the way they used to.  Gone are the days of heavy sales pitches and collateral.

This is why customer testimonials are so important. Instead of “taking your word” that your product or service is going to impact their lives positively, it lets people hear from real customers why the decision they’re about to make is a good one.

An essential goal of your marketing should involve building as much trust and credibility as you can.  Your customers don’t just want to hear that you can solve their problem from you – they want to hear it from people that have bought or worked with you.  So, customer testimonials are incredibly effective.

Testimonials help create a deeper, more emotional appeal for your brand.

Did you know that:

  • 92% of people read testimonials when considering a purchase
  • 82% of consumers said that they trusted reviews just as much as personal recommendations
  • 72% of respondants to a survey said that positive reviews and testimonials helped them trust a business significantly more

If a customer has a positive experience, encourage them to leave a positive review or testimonial. Consumers naturally trust each other more than they trust your marketing messages, so a testimonial adds more weight to the decision they’re trying to make. Those happy customers, encourage more purchases, which creates more happy customers.

When you combine customer testimonials with other effective marketing techniques, suddenly your message is being amplified in the best possible way.

You’re giving an opportunity to let regular customers become brand advocates, which does more in terms of building trust, credibility, and emotion than you could ever do on your own.

You’re also creating more brand advocates in the process, which is always a good thing.

Do you have a testimonial program in place?  My clients do 🙂