Product testimonials are some of the most valuable and versatile assets a company owns. They can be used in every stage of the marketing funnel to drive conversions. Capturing quality testimonials should therefore be a top priority for content marketers.
Testimonials from happy customers are almost mandatory for companies that sell complex and high-touch products online. A persuasive word, delivered at the right time, by a seemingly credible source can help overcome prospect inertia. Two or more testimonials, in proximity, can act as a force multiplier.
Frankly, all of us, were we honest, have been swayed by a testimonial that read like it was transposed from our prefrontal cortex.
The immediate problem for any company is that acquiring testimonials isn’t easy. Often, satisfied customers will pass off a request for one without elaboration.
The customers who respond to your request may get busy or procrastinate–until it’s forgotten. Essentially, normal customer behavior leaves few opportunities for translating praise into written content.
Problem not solved
This challenge of capturing testimonials has led to a booming marketplace for fakes. Blurbs from purported customers can be had with minimal input. The price–cheap or free–is right, too.
Given the demand, sellers of fake testimonials are constantly “improving” their product. The shams are getting harder to distinguish from real ones. They fool algorithms, search engines, and sometimes prospects.
Investing in testimonials
Still, despite the rise in black-hat tactics, investing in methods for capturing real testimonials makes good business sense. The right testimonial makes a mass-produced message sound intimate and familiar.
It’s estimated that word-of-mouth marketing drives up to 50% of all buying decisions. For products with long sales cycles, testimonials can buttress an initial recommendation made by a colleague or friend when interest naturally declines.
Your marketing team should have a consistent working definition for product testimonials. This helps avoid two mistakes when using them in marketing campaigns.
First, you won’t underestimate their potential conversion impact. Second, you won’t ascribe outsized persuasion powers to them, either.
#1 What are product testimonials?
- Digital Assets. An authentic testimonial should be treated like other brand assets. Store it in a content library alongside images, fonts, and templates, where it can be shared, and its usage tracked.
- Social proofs. The best testimonials exert influence on the reader, consciously and subconsciously. They make the reader conform or want to conform. Robert Cialdini explains this herd mentality at length in his book, Influence.
- Insurance policies. A quality testimonial will not compensate for a product’s failure. It can, however, act as a deterrent to blame shifting and second guessing among colleagues. How? By not overpromising but still making a reasonable claim. This helps risk-averse prospects stand by their decisions when scrutinized.
- Guideposts. An artfully placed testimonial keeps prospects from getting lost while doing research. This happens all the time because of nonstop online distractions, something all good copywriters consider when mapping a funnel. A testimonial that focuses the prospect’s attention, even for a moment, increases the chance for further engagement.
#2 What makes product testimonials effective?
- Believable. Outlandish and fantastical testimonials have their place. The place is usually in niches, like cosmetics, that depend on raw emotion to close the sale. For consultative selling, such testimonials are out of place. They undermine trust. Rather, an effective testimonial conveys to the prospect the results your product can, might, or is likely to deliver.
- Authentic. The person providing the testimonial should have a credible story for using the product. Ideally, he or she focuses on a core feature of your product, not something extraneous.
An easy way to grasp this is to study the Michael Jordan/Gatorade campaigns from the 1990s. The commercials and print ads differed from other celebrity endorsements because the pairing was so natural and intimate.
The viewer could see Jordan’s sweat and thus, why he needed Gatorade. Indeed, Gatorade’s unique selling proposition was its formulation–electrolytes–for rehydrating hard-working athletes.
- Contextual. Testimonials raise basic questions in the mind of the prospect: Who is this speaking? Where are they from? What do they do? These background questions, ultimately, lead to the prospect’s most important question: will this product work for me?
The more a testimonial mirrors the reader’s experience, the greater the chance for a next-step conversion. That’s why you should organize testimonials according to audience segment.
- Specific. Testimonials that include numbers, percentages, and metrics are more believable than generalities, according to direct-response copywriter Ted Nicholas. They help prospects envision the same results for themselves. Of course, it’s not always possible for a customer to quantify the results of using your product. Fortunately, data doesn’t have to be gaudy to be effective. Small improvements (e.g., “… we cut expenses by 3%!”) may even add to the testimonial’s persuasiveness.
- Enthusiastic. Testimonials that convey positive emotions like joy, relief, and delight encourage reading. Why? Because the prospect is hoping for the same response to his or her problem. Conversely, detached and dispassionate words cause the reader to skim. This postpones serious thinking, making a sale less likely.
#3 Where do product testimonials fit in a content marketing funnel?
The standard marketing funnel online has a top, middle, and bottom stage. It’s a framework for tracking the path a person takes to become a customer.
Prospects move at their own pace, weaving in and out of each stage according to their priorities. Testimonials can be used creatively, in every stage of the funnel, to drive and accelerate action.
- Top of funnel. The goal of top-funnel content is commonly explained as “awareness.” In the hopes of reaching a wide audience, top-funnel content may be only superficially related to the product. Overt, “hard” selling is not advised in this stage. Soft selling (or none at all) is.
The problem with awareness as a goal is that it’s vague. Too often, it means ranking high on a Google search.
It also discounts prospects who are ready to buy without nurturing. Spot decision makers are rare, especially when selling complex products, but they do exist. They’re valuable.
Encouraging them with a testimonial, when they’re ready to buy, could be the difference maker. In this sense, it’s no different from bottom-funnel content.
Could a testimonial offend a prospect in the awareness stage– so that he or she drops your product from consideration? It’s possible, sure, but not probable. Today, prospects in every industry are overmarketed.
What was once considered aggressive marketing (e.g., remarketing ads) has been normalized. Top-funnel content creators err when they omit testimonials because of theoretical best practices that downplay selling.
Testimonials that work here: general quotes that are approving, positive, and hopeful. Quotes that state general facts (not necessarily tied to your product). Blind testimonials (e.g., “manager at electronics supplier”).
- Middle of funnel. The middle of the marketing funnel is popularly known as the consideration stage. The goal of content, mid-funnel, is to make your product a desirable option, especially when measured against competing products. This is usually done with gated content, where the prospect provides contact information in exchange for access.
Companies producing mid-funnel content aren’t shy about using testimonials. In fact, testimonials are often the basis for extended case studies. During the consideration stage, it’s crucial that testimonials are conspicuous by the design and layout of the content.
Testimonials that work here: direct comparisons (“I used X but then switched to Y and this happened…” ), notable improvements, cost and other savings, regret for not using the product sooner.
- Bottom of funnel. Bottom-funnel content pushes the prospect to become a customer (even trial customer). This is the equivalent of the close in a face-to-face meeting. The product’s features and benefits have already been explained but the content will still reiterate key selling points to reassure and minimize sudden panic.
Articulate testimonials are perfect compliments to a list of content bullets, product specifications lists, and even lengthy proposals. Testimonial placement is an art. Consideration for them should start early in the design process with the content brief.
Testimonials that work here: long-form copy that include metrics and rationale behind the customer’s decision. Relevant and identifying information about the customer.
Using product testimonials in a marketing campaigns is, without exception, smart.
So, why do so many content teams miss the opportunity? The answer is probably overwhelm. When a team is overwhelmed, their eyes grow stale. This makes it easy to focus on the wrong issues.
Of course, to use testimonials widely, you need to first capture them. Getting your customers to give them to you, the ask, is a separate issue.
The fact is, most products are adequate for their intended purpose. They work out just fine. Mere competency, though, creates a large gray area for prospects to get lost in. Testimonials help narrow the field and position your product for success.
I share semi-weekly copywriting tips for selling complex products. In other words, products (services and causes, too) that require written explanations, demonstrations, and proof before prospects will buy. Sign up for the tips by clicking the button below.
Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
Your point of view caught my eye and was very interesting. Thanks. I have a question for you. https://accounts.binance.com/en-IN/register-person?ref=UM6SMJM3
Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
The Stake Casino GameAthlon Casino is considered one of the top crypto gambling since it integrated crypto into its transactions early on.
The digital casino industry has expanded significantly and players have a vast choice, however, not all of them are created equal.
In this article, we will review the best casinos available in the Greek market and the advantages for players who live in Greece specifically.
The best-rated casinos this year are shown in the table below. You will find the best casino websites as rated by our expert team.
For every casino, it is essential to verify the licensing, software certificates, and data protection measures to guarantee safe transactions for players on their websites.
If any important details are missing, or if it’s hard to verify them, we avoid that platform.
Gaming providers are crucial in choosing an online casino. Generally, if the previous factor is missing, you won’t find trustworthy software developers like NetEnt represented on the site.
Reputable casinos offer both traditional payment methods like Visa, but they should also include e-wallets like Paysafecard and many others.
Thanks for sharing. I read many of your blog posts, cool, your blog is very good. https://accounts.binance.com/ar-BH/register-person?ref=V2H9AFPY
Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
On this platform, you can discover a great variety of casino slots from famous studios.
Visitors can try out classic slots as well as feature-packed games with vivid animation and interactive gameplay.
If you’re just starting out or an experienced player, there’s always a slot to match your mood.
casino
Each title are instantly accessible 24/7 and compatible with desktop computers and smartphones alike.
You don’t need to install anything, so you can get started without hassle.
The interface is intuitive, making it quick to explore new games.
Join the fun, and discover the excitement of spinning reels!
Сайт BlackSprut — это довольно популярная онлайн-площадок в darknet-среде, предлагающая широкие возможности в рамках сообщества.
На платформе предусмотрена простая структура, а визуальная часть понятен даже новичкам.
Участники ценят быструю загрузку страниц и жизнь на площадке.
bs2 bsme
Сервис настроен на приватность и минимум лишней информации при навигации.
Если вы интересуетесь альтернативные цифровые пространства, BlackSprut может стать удобной точкой старта.
Перед использованием рекомендуется изучить базовые принципы анонимной сети.
This online store offers a large assortment of home timepieces for your interior.
You can discover modern and traditional styles to enhance your living space.
Each piece is carefully selected for its design quality and reliable performance.
Whether you’re decorating a functional kitchen, there’s always a matching clock waiting for you.
daniel dakota wall clocks
The collection is regularly refreshed with trending items.
We care about customer satisfaction, so your order is always in good care.
Start your journey to perfect timing with just a few clicks.
Платформа предоставляет трудоустройства в Украине.
Пользователям доступны множество позиций от разных организаций.
Сервис собирает вакансии в различных сферах.
Удалённая работа — вы выбираете.
Кримінальна робота
Сервис удобен и подходит на любой уровень опыта.
Начало работы очень простое.
Нужна подработка? — сайт к вашим услугам.
Эта платформа размещает интересные инфосообщения в одном месте.
Здесь можно найти факты и мнения, бизнесе и разнообразных темах.
Контент пополняется в режиме реального времени, что позволяет следить за происходящим.
Понятная навигация облегчает восприятие.
https://metamoda.ru
Каждое сообщение проходят проверку.
Мы стремимся к честной подачи.
Читайте нас регулярно, чтобы быть в центре внимания.
Your article helped me a lot, is there any more related content? Thanks!
Here, you can discover lots of slot machines from famous studios.
Players can try out traditional machines as well as modern video slots with high-quality visuals and interactive gameplay.
Even if you’re new or an experienced player, there’s a game that fits your style.
money casino
The games are ready to play anytime and designed for PCs and tablets alike.
All games run in your browser, so you can jump into the action right away.
Platform layout is user-friendly, making it quick to find your favorite slot.
Sign up today, and enjoy the excitement of spinning reels!
On this platform, you can access a wide selection of online slots from famous studios.
Users can experience classic slots as well as modern video slots with vivid animation and interactive gameplay.
Whether you’re a beginner or an experienced player, there’s something for everyone.
casino games
All slot machines are available round the clock and optimized for desktop computers and smartphones alike.
No download is required, so you can jump into the action right away.
Site navigation is easy to use, making it convenient to browse the collection.
Register now, and discover the thrill of casino games!
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
Лето 2025 года обещает быть ярким и инновационным в плане моды.
В тренде будут многослойность и игра фактур.
Цветовая палитра включают в себя неоновые оттенки, создающие настроение.
Особое внимание дизайнеры уделяют деталям, среди которых популярны макросумки.
https://www.vevioz.com/read-blog/266999
Набирают популярность элементы ретро-стиля, через призму сегодняшнего дня.
На подиумах уже можно увидеть модные эксперименты, которые удивляют.
Следите за обновлениями, чтобы создать свой образ.
It’s alarming to realize that over 60% of medication users commit preventable drug mistakes stemming from poor understanding?
Your physical condition requires constant attention. All treatment options you make plays crucial role in your quality of life. Staying educated about the drugs you take should be mandatory for successful recovery.
Your health goes far beyond taking pills. All pharmaceutical products changes your body’s chemistry in unique ways.
Never ignore these essential facts:
1. Mixing certain drugs can cause health emergencies
2. Over-the-counter supplements have serious risks
3. Altering dosages causes complications
To protect yourself, always:
✓ Verify interactions with professional help
✓ Read instructions completely prior to using medical treatment
✓ Ask your pharmacist about proper usage
___________________________________
For reliable drug information, visit:
https://www.pinterest.com/pin/879609370963949894/
The digital drugstore features a wide range of medications for budget-friendly costs.
You can find all types of remedies for all health requirements.
We strive to maintain trusted brands without breaking the bank.
Speedy and secure shipping guarantees that your medication gets to you quickly.
Enjoy the ease of shopping online through our service.
silagra generic viagra
Our platform offers CD player radio alarm clocks from top providers.
You can find sleek CD units with digital radio and dual alarms.
Many models include auxiliary inputs, device charging, and battery backup.
Our range spans value picks to high-end designs.
best cd alarm clock radio
All clocks boast sleep timers, sleep timers, and digital displays.
Purchases through online retailers with fast shipping.
Discover your ideal music and alarm combination for bedroom daily routines.
This service provides buggy rentals throughout Crete.
Visitors can quickly book a ride for exploration.
If you’re looking to travel around mountain roads, a buggy is the fun way to do it.
https://www.tumblr.com/sneakerizer/781689118337990656/alligator-buggy-quad-safari-redefining-off-road
The fleet are regularly serviced and can be rented for full-day bookings.
Booking through this site is fast and comes with clear terms.
Hit the trails and feel Crete in full freedom.
On this platform, you can find a great variety of casino slots from top providers.
Players can enjoy classic slots as well as new-generation slots with high-quality visuals and exciting features.
Even if you’re new or a seasoned gamer, there’s a game that fits your style.
play casino
All slot machines are instantly accessible 24/7 and designed for desktop computers and tablets alike.
No download is required, so you can start playing instantly.
The interface is intuitive, making it convenient to explore new games.
Sign up today, and enjoy the excitement of spinning reels!
Предстоящее лето обещает быть стильным и нестандартным в плане моды.
В тренде будут свободные силуэты и минимализм с изюминкой.
Гамма оттенков включают в себя чистые базовые цвета, создающие настроение.
Особое внимание дизайнеры уделяют аксессуарам, среди которых популярны макросумки.
https://www.maiyro.com/posts/5jeh2r10
Набирают популярность элементы нулевых, в современной обработке.
На улицах мегаполисов уже можно увидеть модные эксперименты, которые удивляют.
Экспериментируйте со стилем, чтобы чувствовать себя уверенно.
Приобретение страховки для заграничной поездки — это обязательное условие для спокойствия гражданина.
Документ включает медицинскую помощь в случае травмы за границей.
Кроме того, полис может включать возмещение затрат на репатриацию.
полис осаго
Многие страны настаивают на предоставление документа для получения визы.
Без страховки обращение к врачу могут стать дорогими.
Оформление полиса перед выездом
Traditional timepieces will consistently be timeless.
They symbolize engineering excellence and deliver a human touch that smartwatches simply don’t replicate.
These watches is powered by fine movements, making it both accurate and inspiring.
Aficionados appreciate the craft behind them.
https://savico.com.br/read-blog/1795
Wearing a mechanical watch is not just about telling time, but about honoring history.
Their styles are timeless, often passed from father to son.
In short, mechanical watches will stand the test of time.
Our service allows you to hire specialists for temporary dangerous jobs.
Clients may securely arrange services for specialized operations.
Each professional are qualified in managing intense tasks.
hitman-assassin-killer.com
This site guarantees secure interactions between requesters and contractors.
For those needing a quick solution, this platform is here for you.
Submit a task and connect with a professional now!
Наша платформа — аутентичный онлайн-магазин Боттега Венета с доставлением по стране.
У нас вы можете приобрести фирменную продукцию Боттега Венета без посредников.
Каждый заказ подтверждаются оригинальными документами от марки.
сумки bottega veneta
Перевозка осуществляется оперативно в любую точку России.
Интернет-магазин предлагает разные варианты платежей и гарантию возврата средств.
Покупайте на официальном сайте Bottega Veneta, чтобы быть уверенным в качестве!
在本站，您可以找到专门从事单次的危险工作的专业人士。
我们集合大量训练有素的任务执行者供您选择。
不管是何种危险需求，您都可以快速找到胜任的人选。
如何雇佣杀手
所有作业人员均经过严格甄别，维护您的利益。
平台注重安全，让您的个别项目更加高效。
如果您需要详细资料，请立即联系！
At this page, you can discover various CS:GO gaming sites.
We have collected a selection of betting platforms specialized in CS:GO players.
Every website is handpicked to provide trustworthiness.
cs 2 match bets
Whether you’re a CS:GO enthusiast, you’ll conveniently choose a platform that meets your expectations.
Our goal is to make it easy for you to access only the best CS:GO gaming options.
Start browsing our list at your convenience and elevate your CS:GO gaming experience!