There’s a psychological phenomenon in sales called “Social Proof”. It’s when Person A tells Person B about your company’s products or services. It’s considered one of the most potent forms of advertising out there because the information is coming from a trusted source.
The average person is bombarded with many advertisements during the course of their day. How do they know what to trust and what not to trust? For example, if someone gets a postcard from a local dentist in the mail, how do they know if the dentist is good or not? Why should they trust this dentist over the one just down the street?
Customer testimonials come in many shapes and forms. It can be a verbal referral, online reviews, or interactions with the social media accounts of a brand. Regardless of how the customer leaves their review or testimonial, the end result is a powerful form of advertising.
Read on to learn more about customer testimonials and how they can directly benefit your Alexandria or Arlington business.
How Can Testimonials Benefit You?
At its very core, a customer testimonial is a way of telling your customers:
“We’re an amazing business—but don’t take our word for it. Here’s what other people just like you have to say about our products and services.”
There have been multiple research studies performed over the years that have found:
- Around 84% of customers trust online reviews as much as trust a recommendation from a good friend.
- 90% of a consumer’s buying decision is affected by positive reviews.
- 97% of B2B buyers reported that they trust online reviews far more than any other type of marketing.
- Customer testimonials have received an 89% highest effectiveness rating when compared to any other type of marketing.
What’s in a Good Testimonial?
There are mediocre testimonials, and there are great testimonials. So, what does a great customer testimonial consist of?
Visually Pleasing—You can improve the trust generated from a testimonial ten-fold by adding images and other aesthetically-pleasing design elements. They look so much better than plain ol’ text.
Short and Sweet—Reviews should be short in length and easily read at a glance. Keep paragraphs to 2-3 sentences and ask your reviewers to inform others how your services or products have improved their life or solved their problems.
Details, Details, Details—When people read reviews, they want details. A detailed review will allow the reader to better relate to what’s being said—in many cases, they will subconsciously put themselves in the writer’s shoes and visualize their problems being solved by your products or services.
Tone of Voice—Tell your reviewers to avoid using overly formal “corporate speak” or tones that do not come off as natural. Have them write their review in plain English as if they were talking to their best friend.
Truthful—Do NOT, under any circumstances, post a fake review. This means having your employees write reviews as well. The Federal Trade Commission (FTC) has been cracking down on fake reviews—and getting caught can result in significant fines. People nowadays are incredibly savvy and can instantly sniff out a fake review from a mile away.
How to Get Reviews?
The easiest way to get reviews is to find happy customers and ask them via email, in person, on social media, or direct mail. You can also set up a dedicated landing page on your company website and put a form on there that allows people to quickly provide a review.
Email—Take the email addresses of your best and happiest customers and send each one an email asking them to provide a review.
In-Store Requests—You can have your employees and store personnel ask people to fill out a card and leave a review.
Customer Surveys—You can post a survey to your social media site or use a 3rd party survey program that will allow people to leave a review.
Marketing Help in Alexandria and Arlington
At AlphaGraphics of Alexandria and Arlington, we’re not only a sign shop but marketing experts as well. We can help you set up a customer testimonial program that will, over time, generate reviews that can instill trust in potential new customers.We’ve helped countless local Alexandria and Arlington businesses market their products and services. If you’d like to speak to a marketing expert about your business, give us a call at (703) 549-2432 or contact us on our website.