The Importance of a Testimonial

Marketing is hard

Marketing can be expensive

But what if I told you that one of the best marketing tools you could ever have is free?

That marketing tool is a little thing called a testimonial

What is a Testimonial?

Testimonials are an unbiased and honest look into you and your business, and they are single-handedly the best way to establish credibility. Testimonials aren’t some big, expensive marketing campaign that’s been finessed and built- they are a real look into someone’s experience with your company, brand, and product.

Why is a Testimonial So Important?

Testimonials create something called social proof, but wait,- what is social proof?

Social proof (also called informational social influence) is a psychological phenomenon coined by Robert Cialdini in his 1984 book Influence. Social Proof is when “people copy the actions of others in an attempt to undertake behavior in a given situation.” But in the world of e-commerce, we see it play outand defined “as a testimonial of the good service provided to previous customers, who leave a positive review on your page or refer it to others.”Put simply,

people are more likely to buy a product or service when they learn of it from their friends and family . 

Here Are Four Reasons Testimonials Are So Important:

  1. Establish Credibility
    You can strategically use testimonials to establish and improve the credibility of your brand or product. Testimonials signal to other users that you are, in fact, a trustworthy brand and that you have added value in some way to their life.
  2. Build Customer Relationships
    Testimonials allow you to feature a wide range of clients who have benefited from your business. This range of clients allows you to diversify your portfolio and expandsthe array of clients and industries you can service. Testimonials are also a great way to touch on your client’s pain points, directing how you can help solve those recurring problems. 
  3. Create Trust
    Credibility is everything when it comes to your business- we’ve all been there, trying to choose between two brands (or services) and when we’re undecided, we go straight to the reviews. Seeing that other people –real people– have consumed those services and seeing their authentic experience is important, as it instills a confidence and a trust that we can’t get elsewhere. Seeing hundreds of positive reviews (or negative) is paramount in that sale. We see those reviews and trust that we will be making a purchase we can be secure in. Prominently displaying testimonials on your website can also speed up the purchasing process for some clients!
  4. Humanize Your Brand or Service
    Humans are inherently interested in what other humans are doing, what they’re feeling, and how they’re perceived, which is why testimonials are so important. Testimonials give us insight into someone else’s train-of-thought. They allow us to connect with someone else’s experience, and this also gives us a better explanation as to what we can expect from a product or service; for some individuals, a range of testimonials can also ease the anxiety or fear that often accompanies the purchase of a large product or service. 

Now Comes the Tricky Part- Getting Those Reviews.

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