Most of us are influenced by what other people do and say. Social psychologists call it ‘normative referencing’. We want to be part of the ‘crowd’ and that means ‘listening’ to what others say, do, feel, think, believe. Social is our nature.
It’s also why testimonials are so effective. As a marketer, what you tell me about yourself is inherently suspect. You’re biased. That’s expected.
What’s better? Comments from a credible source. Your clients. Normally, unlike our friend here, they have nothing to gain financially from endorsing your services. And, if a client ‘looks like me’, then their words about you and your services have more potency for me.
Is there a key to a good testimonial? Good question. Actually, there are several!
In the next few days, I’ll share what makes a testimonial effective and how to co-create good ones with your clients.
Testimonials reduce buying resistance but there’s an artform to generating effective ones!