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Jan 30, 2006 2:49 pm |
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re: Testimonials |
Steven Boaze
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Good Point Vijai,
In 2004 we programmed a survey for a research company that said of the 1500 surveyed, only 42% used testimonials. 28% said they were very effective for their business. But, only 12% said it seen an increase in using them for the first time.
The best marketing in the world is not going to overcome an inferior product or service. Great marketing can sell inferior products and services, but then you will lose customers. Worse yet, you can keep selling if your marketing is great.
If you have a first-rate product or service, can testimonials build credibility? This enhancement to sales letters, web pages etc., can backfire like you said if the endorser hasn't achieved success or better yet, isn't a famous name.
Testimonials are designed to reach out to the reader's dominant emotions to persuade them that the product or service is designed for them. The problem most people fail to realize nowadays, that on web pages especially, has become a marketing tool. This type of marketing can instigate if he/she is thinking about it, they have feelings of either fear or desire about it.
StevenPrivate Reply to Steven Boaze (new win) |
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