Testimonial as a bridge from one customer to another


The success of the business depends heavily on word of mouth. Customers usually read forums, reviews and search for more information about product or service. They are ready to waste time searching about company too. Testimonial is a modern way to tell about your product.

Testimonials are written or recorded statements that represent experience, review of customers, celebrity or expert. 

Testimonials can help make final decision before buying and they save time to customers.
If you want to add testimonials to your website or social networking sites, please film your existing customers. Testimonials are incredibly effective when believed to be true, but not always audience believe that testimonials presented by a company are given by real people.

Research by Martin, Wentzel and Tomczak (2008) found that the effectiveness of testimonials depends on the degree to which consumers are influenced by normative pressure and the quality of the product features highlighted. Results showed that people influenced by peer pressure place a greater emphasis on the testimonial than on the attribute information. In contrast, people who ignore the opinions of others are more influenced by attribute information. 

Where to use and place testimonials:
  • Website. You can add testimonials on page where is the most loved product.
  • Social media. Excellent platform for testimonials is Instagram.
  • If you have lobby, turn presentation on at your office.
  • On TV during exhibition to represent your service or product.
  • In brochures, magazines etc.
  • Banners (floating Ads).

Write a comment and share ideas with readers of this blog where you can use testimonials.

Reference:
Martin, Brett A. S., Daniel Wentzel, Torsten Tomczak (2008). "Effects of Susceptibility to Normative Influence and Type of Testimonial on Attitudes toward Print Advertising" (pdf). Journal of Advertising. pp. 29–43.

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