People trust word of mouth more than they trust their brands. Therefore, encouraging customer testimonials that reflect love and enthusiasm is advantageous. There are several key steps to leveraging the powerful marketing advantage of customers who share the kind of authentic stories that inspire others. Establishing a routine process for these steps is key to capturing the benefits.
Key Takeaways:
- Survey after survey has shown people trust recommendations from people like themselves significantly more than they trust a brand.
- When you start the testimonial interview with questions about the pain points which drove them to look for a new technology solution, you tap into your customer’s feelings
- When you revise a customer’s words in a testimonial to align them with your brand messaging, you take away the personality and quirks that give it its weight.
“In one of the best performing of these videos, a customer who worked in the finance department, professed their love (yes, they actually said love) for the platform.”
http://spinsucks.com/communication/reasons-customer-testimonials-terrible/
