February 23, 2024

What is the Goal of a Testimonial?

The goal of a testimonial is to convince a potential buyer that your product works and you have a solid track record of satisfied customers. It’s the kind of proof that can help persuade apprehensive visitors to your website and make them comfortable enough to download your free eBook or purchase your product.

Testimonials can also be effective in highlighting the specific benefits of your products or services. This can help your audience identify which of your offerings best fit their needs and is more helpful than the generic language used in marketing copy.

The best testimonials are genuine, and they should come from a person or business that has a good reputation. For this reason, celebrities are often used in testimonial campaigns. However, the downside to engaging celebrities for testimonials is that their actions can have a negative impact on your company’s image. For example, Tiger Woods’ extra-marital affair had a knock on the credibility of Nike products that they were selling at the time.

It’s important to define what the primary purpose of a testimonial is before you start creating them. The answer to this question can help you determine how much weight you want a given testimonial to have and where and how you’ll use it.

You can also use testimonials to show your appreciation for your customers, and this can be especially effective if you have a strong customer service team that can quickly flag a satisfied customer who’d be happy to provide a testimonial. This approach can help you build loyalty with your customer base and keep your flywheel spinning.

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