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The Power of Testimonials in Marketing

Marketing Tips, Insights, and Trends

The Power of Testimonials in Marketing

Author: Rachel Durkan Category: B2B, B2C, Branding, Marketing, Nonprofit, Retail Date: April 28, 2016

The Power of Testimonials in Marketing

How do you build trust with your target market? How do you increase your credibility and expertise within the marketplace? One way to find a solution to both of these important questions is by using customer/client testimonials in your marketing materials.

Testimonials are an extremely powerful aspect of building your brand. Whether you are showcasing a testimonial via text, audio or video, testimonials help to transform a “sales pitch” into a credible and unbiased statement for your brand.

But why are testimonials so effective?

  • Testimonials build trust.
  • Testimonials aren’t salesy.
  • Testimonials overcome skepticism.

What makes a good testimonial?

  • A good testimonial is filled with benefits. For example, “This product is great!” or “This product made my headache disappear in minutes”
  • A good testimonial is credible. Pair each testimonial with the first name, last name, and hometown of the individual have stated the testimonial.
  • A good testimonial endorses the key benefits of your product. It established that your product does what you say it does. It illustrates the core benefits of your product or services.
  • A good testimonial is comparative. Did your customers try the products/services of one of your competitors? This testimonial show how your products/services standout and beat the competition.

How to utilize testimonials wisely

Keep testimonials in areas of your marketing materials that stand out and draw your potential customers/clients attention. Use a testimonial in a slider that rotates on the homepage of your website. Do you plan on sending out a direct mail piece to promote a product or service? Put a past client’s/customer’s testimonial on the front of the mailpiece or right next to your contact information. Testimonials are very powerful tools to help increase your credibility and build trust among your clients/customers, so be sure to be loud and show off all of the great testimonials you receive from your happy customers/clients.

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