There are many ways to market a product or service, and offering testimonials to potential customers is one of the best ways to do so.
The impact of testimonials should never be underestimated. Especially in this day and age, people only buy products or services that have been recommended to them by people they know. Most of the time, however, this option is not available to the entrepreneur, so they have to choose the next best solution, which is to solicit testimonials from past customers.
Testimonials are living testimonies from former customers who say they are satisfied with the product or service. Every business needs testimonials to compete in an increasingly saturated market.
The benefits of testimonials are numerous. Here are some of them.
Testimonials appeal to the target market
Testimonials often allay the doubts of the target market. Nowadays, there are many scammers, which makes the market a confusing place. Credible testimonials give reassurance to people who are interested in a particular product or service. Testimonials allow people to adopt a much more relaxed attitude towards a product or service.
Testimonials are a guarantee of quality
Testimonials not only confirm the existence of a company and dispel doubts, but also give potential customers confidence in the quality of the product or service. The fact that they have taken the trouble to write testimonials about the product shows their satisfaction with the product/service.
Testimonials give an advantage
Credible testimonials give the product/service a competitive advantage. There are many products and services on the market and one way to stand out from the crowd is to use credible testimonials.
There are many types of testimonials. Testimonials are often categorised by their source. Here are some examples:
a) Testimonials from satisfied customers
This is the most effective type of testimonial. There is nothing better than a testimonial from a satisfied customer because it gives an impression of what the product/service is like.
b) Testimonials from experts
Experts can be credible sources of testimonials. If a renowned dermatologist writes a testimonial about a beauty soap, this will certainly boost sales, won’t it?
c) Testimonials from celebrities
In a world dominated by mass media, celebrities have become powerful sources of testimonials. Today, even commercials are peppered with celebrity testimonials.
One might think that it is expensive to get celebrity testimonials, but if it is a genuine testimonial, celebrities can even waive their fees.
For a testimonial to be an effective marketing tool, it is not enough to collect them. Good testimonials are those that can be summed up in a few concise words. “I lost 10 kilos in 15 days!” is an example of a catchy testimonial. However, you should never rephrase or change what the client has said. We will look at how to get the right kind of testimonies later.
Credible testimonials should also include full details of the people who gave them. Where possible, title, place of residence and age should be given.
Visual incentives are also helpful when using testimonials. If clients agree, insist on taking photos or videos for your testimonials.
How can an entrepreneur start using testimonials?
Below are some of the steps to follow when archiving testimonials.
1. Firstly, only products/services of exceptional quality deserve a testimonial. Make sure your product/service is of exceptional quality.
2. ask your customers for help. You need to be able to tell your customers that they need testimonials. If they are really happy with the product/service, they will be more than willing to participate.
3. ask your customers. Ask them what they like about your product/service, why they chose it and similar questions.
4. ask them if they are willing to write a testimonial. You can offer to write the testimonial yourself based on the candidate’s answers during the interview, but the testimonial still needs to be approved by them. You can make the wording memorable and have them approve the testimonial.
5. ask if you can record the testimony with a tape recorder or video camera. Video evidence is preferable, but of course, many people are afraid of cameras, so this is a limited option for most.
6. select the best testimonies. Use the best ones to maximise the benefit your product can get from testimonials.
Testimonials are very powerful, which is why every company should have them. They provide reassurance and security and reflect the true essence of the product or service.
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