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Casual Articles - Average Testimonials Vs. Great Testimonials & Why It Matters to Your Marketing
As a consumer of all kinds of things, it’s rare that I receive exceptional service. That’s exactly why those moments are memorable for me -- they are different from the norm and pleasing at the same time. For this consumer (as, I would guess, for most), that’s an irresistible
Easy invention ideas? Why easy? Sometimes it's just too intimidating to think about building a new type of car, television, or other complicated invention. So these are ideas for garage or basement tinkerers. Coming up with a prototype for most of these will cost no more than
Why?
Because testimonials are one the strongest forms of proof you can offer to substantiate the claims you make about your product or service.
Most business owners don't use testimonials at all. If they do, they settle for average testimonials and don't bother putting in the effort to get great testimonials.
So what makes a testimonial average? What makes it great?
I'll tell you.
An average testimonial is vague, lacks specific results, and hides the identity of the person who gave it.
For example, "Your company is really great. You helped me a lot." --John B.
Notice how this testimonial is completely flat. No benefit is stated. No specific result is given. And because John doesn't give his full name, we have no idea who he is. He could be imaginary for all we know.
Contrast that average testimonial with this one: "Ryan's sales copy pays for itself. When he created a promotion to sell our Global Puzzle, I was absolutely shocked when I saw the numbers coming in. One email he wrote sold 1,472 puzz
I recently reviewed a random sample of 75 websites of nonprofit organizations. I looked specifically at their strategy for online donations. Here is what we found:Results of the SurveyOf the 75 organizations surveyed, 59% had some mechanism set up on their sites
Most business owners don't use testimonials at all. If they do, they settle for average testimonials and don't bother putting in the effort to get great testimonials.
So what makes a testimonial average? What makes it great?
I'll tell you.
An average testimonial is vague, lacks specific results, and hides the identity of the person who gave it.
For example, "Your company is really great. You helped me a lot." --John B.
Notice how this testimonial is completely flat. No benefit is stated. No specific result is given. And because John doesn't give his full name, we have no idea who he is. He could be imaginary for all we know.
Contrast that average testimonial with this one: "Ryan's sales copy pays for itself. When he created a promotion to sell our Global Puzzle, I was absolutely shocked when I saw the numbers coming in. One email he wrote sold 1,472 puz
You’re the boss, and you have every reason to feel good about your organization.You’ve built a great team.You’ve put strong players in every spot.You have clearly defined procedures for every part of the business.You have incentive, safety recogniti
I'll tell you.
An average testimonial is vague, lacks specific results, and hides the identity of the person who gave it.
For example, "Your company is really great. You helped me a lot." --John B.
Notice how this testimonial is completely flat. No benefit is stated. No specific result is given. And because John doesn't give his full name, we have no idea who he is. He could be imaginary for all we know.
Contrast that average testimonial with this one: "Ryan's sales copy pays for itself. When he created a promotion to sell our Global Puzzle, I was absolutely shocked when I saw the numbers coming in. One email he wrote sold 1,472 puz
Does your career have a worm embedded in it, destroying it secretly, as you perform the tasks you believe will assure success. Nothing makes standing in a supermarket line more enjoyable than reading the tabloids, finding out some gossip on the celebrity of our choice. And i
Notice how this testimonial is completely flat. No benefit is stated. No specific result is given. And because John doesn't give his full name, we have no idea who he is. He could be imaginary for all we know.
Contrast that average testimonial with this one: "Ryan's sales copy pays for itself. When he created a promotion to sell our Global Puzzle, I was absolutely shocked when I saw the numbers coming in. One email he wrote sold 1,472 puz
Managing, supervising, being a team leader is the hardest job in the world and I'll tell you why. Imagine what it's like to drive a car. You turn the key to start the engine, select drive or the gear you want and press the gas pedal. The car then moves off and if you want
In this case, we have a clear benefit, specific results, and a full name for attribution. Plus, we have the city and state where the person lives. Because of this level of detail, readers are much more likely to believe it.
Now, how could this testimonial be strengthened?
Four things come to mind:
- Use the person's photo.
- Record the testimonial for audio playback.
- List the person's web site if he has one.
- Use the person's digital signature.
Testimonials are worthless if they aren't specific and credible. Without specificity, readers assume your product must not be that great. Without credibility, your readers may not believe your testimonials are real. (Some unscrupulous business owners really do fabricate testimonials.)
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