Why Testimonials “Connect” with Your Audience

| July 26, 2017

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Have you ever read a testimonial about a product?

You probably have. People read reviews and testimonials all the time, to help them make buying decisions. They want to know what other people just like themselves think about a product or service before they take the plunge.

This just makes sense. Using other human beings as your virtual guinea pigs online can improve your personal experience, as well as save you time, money and frustration.

Think about it.

Who would you believe more, a regular Joe that tells you how they were happy with a product or service, or a salesperson whose job it is to get you to buy that product or service?

When your prospects read customer success stories and testimonials, they are being subjected to what is called social proof in marketing circles. Social proof is vastly more powerful than the most expensive marketing campaign, proven copywriting tactics and sales incentives. Testimonials work because they prove that someone your audience can identify with socially has had success with the product you are selling.

When a testimonial is more than just text-based, and shows a picture or includes a video of your happy customer, social proof skyrockets. There are people out there that will identify physically and emotionally with your happy customer. That means that 90% of the sales process is over, and a sale is virtually guaranteed.

Start using more video and text-based testimonials in your marketing plan. There is nothing like word-of-mouth advertising to improve sales, reduce refunds, and make your prospects feel like they are part of a group, rather than a single individual considering making a purchase.

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