There is nothing quite like a glowing endorsement. Positive testimonials from consumers who have tried your product or service and are now happy, loyal customers are a powerful influencer in encouraging others to do the same.
A great review can be your secret weapon as you develop your marketing campaign because potential consumers are looking for more than just a compelling offer, they need a Reason to Believe.
Testimonials help establish authenticity and give credence to your marketing messages, they help prove that you make good on your promises. A Reason to Believe is a key part of The Message Development Formula—a tool which can help you successfully execute a campaign and ensure that all your promotional tactics align with your established brand and campaign message. This formula acts as a valuable filter and guideline as you create marketing collateral and devise promotional activities.
The goal with testimonials is to relate these positive comments and experiences to your target audience in a way that initiates social comparison—because whether we like to admit it or not, what other people think and do matters greatly to us.