Maybe simplicity is the reason customer testimonials are so effective.
As a consumer, what could be simple than reading about someone else's experience with a product or service before making your own purchasing decision? From a business owner's perspective, customer testimonials are just as easy. Collecting and passing along rave reviews about your products is a no-brainer.
The Benefits of Customer Testimonials
Customer testimonials offer several unique benefits for a small business. For starters, prospective customers tend to trust the authentic, firsthand reports of other customers. Good customer testimonials have an inherently objective quality about them. Their third-party perspectives are often enough to convert undecided prospects into satisfied customers.
There is no magic formula for collecting customer testimonials apart from simply asking customers to write a paragraph or two on your behalf. Short and specific testimonials get more results than long, generic ones, and as a rule you should highlight testimonials that feature quantifiable results. Dramatic results are fine, but believability is also important.
How to Use Testimonials
Customer testimonials have multiple uses in a small business:
- Advertising. You will obviously want to feature customer testimonials in you're your advertising. Ads that include short, well-written testimonials convey a sense of authenticity to consumers and encourage them to take a closer look at your products.
- Customer comment pages. Many businesses have a page on their website dedicated to customer testimonials. Does everyone who visits the website click on the customer comments page? No, but for prospective customers looking for real world feedback a customer comment page can't be beat.
- Marketing collateral. Premium marketing materials contain snippets of customer testimonials that have been strategically placed to reinforce specific strengths and product claims.
- Staff development & rewards. The in-house applications of customer testimonials are often overlooked. However, satisfied customer comments are a wonderful way to encourage your team, especially when you combine them with an individual or group reward program.