Why Testimonials Alone Aren't Enough to Convince Most Customers
(C)2007 Barry W. Morris http://NeverAskForReferrals.com
Sure, you’ve got testimonials. Lot’s of them. But they don’t seem to make a difference. In this article – learn why customers skim right over most testimonials.
Let’s face it, you’ve never seen a bad resume. They don’t exist. Even the ones that aren’t exactly truthful look pretty darned good. And an impressive resume is very similar to a good testimonial.
Testimonials are always great. If they weren’t, they wouldn’t be seen in public. So if testimonials are essential for building credibility, why are they so innocuous? Why do your customer’s eyes glaze over when they read your glowing quotes?
Quotes don’t pull much weight unless they’re hitched to a painful problem. Problems attract attention. Glowing solutions don’t...at least not until the problem has taken center stage.
We all walk around thinking about problems. It’s how our brains are programmed. If you really want to get the attention of your readers and customers, you need a problem oriented testimonial.
A problem oriented testimonial (as well as a problem oriented case study) attracts the attention of your customer by focusing on the concerns universal to your customers. They can’t help but be attracted to the story.
Everyone loves a story. Your customers are no different. They love hearing the story of someone just like them experiencing similar challenges. What’s even better? They love hearing how you solved that problem.
They place themselves in the story and imagine what it would be like to have the same experience. They see you solving their most pressing problems. They automatically think of you as the one person or company that cares enough to tell this story and solve their problem.
That’s why a problem oriented testimonial stands head-and-shoulders above an ordinary one.
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