So, you have a product to sell and you really aren’t sure how to promote your product or persuade consumers into buying it. Don’t fret! Let your existing customers do the promoting for you. “53% of consumers are more likely to purchase if a product has testimonials”. Adding client testimonials to your digital content has become an essential part of marketing for your products and services because testimonials act as a sales tools.
Did you know that client testimonials and “reviews on a site can boost conversion over 20%” (Nunn) and “97% who made a purchase based on an online review found the review to be accurate” (Nunn).
Consumers want to know what other buyers think of your product. In fact, most consumers will trust a client review or testimonial over an actual sales person! Think the Prego vs. Ragu commercials. Prego conducted an actual blind “taste test” to show that customers favored their product over their competitor’s product. So how do you go about finding the perfect person to promote your product or service? Simple.
Find someone who is a long time customer to your company, or someone who has recently tried your new product or service and loved it. Remember, client testimonials should always back up what your company has already promised their customers. This helps the credibility of your company and will build trust with new buyers. One of the main reasons that potential buyers love client testimonials is because they aren’t sales-y. “Because testimonials aren’t written in your ‘voice’, they stand out in your copy [or video] as candid and unbiased accounts of how well your product works” (Gehl). Because your clients are able to give an unbiased explanation of why your product works or is better than a competitor’s product, their testimonials overcome any skepticism that a potential buyer might have had.
Find someone your audience can relate to and will announce, willingly, the benefits and perks to using your products and services. “7 in 10 who read [or watch] reviews share them with friends, family & colleagues thus amplifying their impact” (Nunn). The more a customer likes your product, the more eager they will be to share their love for your product.
Client testimonials can live anywhere—whether they’re included in a corporate profile or company event video or docked on the homepage of your website as a written statement. Both are valuable and will reach your audience. Next time you’re creating a video ad to promote your company and boost your brand, don’t hesitate to include the people who already use your products. They’re your best advocates!