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|Jan 30, 2006 5:29 am||Testimonials||#|
Wot's... Uh The Deal (Vijai)
How effective are they?
Are they as effective as they used to be (like say 5-15 years ago)?
Do they have the potential to dilute a campaign? Are they seen as a method to 'fill space'?
Or do they actually have the potential to buy an audience's attention?
Most testimonials where the concerned individual is really someone famous somehow makes the grade. But what about those situations where the endorser has achieved great success in business or enjoys reasonable social standing but is not as famous, and requires a small paragraph to be devoted to who he/she is?
Do you include testimonials in your copy? How effective have they been?
Private Reply to Wot's... Uh The Deal (Vijai)
|Jan 30, 2006 2:49 pm||re: Testimonials||#|
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
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.
Private Reply to Steven Boaze