Thursday, 23 January 2014

Customer Testimonials, a Waseem Saddique Marketing Guide

Waseem Saddique Marketing Services explores the power of customer testimonials and provides a definitive ‘how to’ guide for presenting them to your audience.

Facebook founder Mark Zuckerberg once said: “People influence people – nothing influences people more than a recommendation from a trusted friend or colleague. A trusted referral influences more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”

Waseem Saddique asserts: “Arguably the best word-of-mouth advertising for products or services takes place between parents, especially Mums. Nothing matters more to a parent than their child, so when purchasing products for their offspring, especially their first-born, they will seek an opinion from other parents that have used the product or service.”

Did you know? According to 70% of consumers say they look at product reviews and testimonials before considering a purchase. 

Given the power of the customer testimonial, Waseem Saddique Birmingham provides some top tips for presenting your testimonials in a way that captivates.

1. Increase Trust With The Use Of Photos 
Recent research into increasing perceived trust through the use of photographs found that photographs make facts and statements more valuable, regardless of whether the photo is related to the subject.

Photos are known to enhance the persuasiveness of a testimonial when compared with simple text based testimonials. One customer focus group determined that testimonials including pictures are more honest than those without them.

2. Use Testimonials That Tell A Story
Jeremy Dean, a psychologist, acknowledges that ‘transportation leads to persuasion’. Short, samey testimonials lack conviction and are often deemed unconvincing. However, a testimonial that details the initial problem and then refers to your product or service as the solution is known to have more of a ‘psychological’ impact.

For example:

“Superb marketing service. Communicated my message perfectly.”

Good, but the kind of testimonial that you see on many sites.

In comparison, this example represents a much more compelling testimonial:

“Despite trying every marketing service I knew to help with this unique campaign I found that everyone I tried to get help from said they were unable to assist. This had been going on for months and I didn’t think my marketing campaign would ever get off the ground.

Fortunately, the A to B marketing service proved to be the difference. They dug deep, formulated a plan and put together a marketing strategy & campaign that got the result I wanted.”

Much more compelling, don’t you think?

3. Communicate With The Inner Ego of Your Customers
Waseem Saddique asks: “Why is it that personal referrals from friends have much more influence than a multi-million pound advertisement? The answer is simple friends provide an honest assessment that keeps your best interests in mind.”

It has yet to be discovered, an advertisement that has the power to influence as much as simple word-of-mouth recommendations, regardless of a company’s marketing budget or social media influence. writes – “Despite their best efforts, it’s impossible for entrepreneurs to create a personal recommendation for every potential customer that might come their way.  The next best option? Tap into the power of implicit egotism, our bias to be more interested, trusting and favourable toward people who are similar to us.”

Formed in 2007 in Birmingham, Waseem Saddique Marketing Services has consistently provided small to medium enterprises, as well as larger corporate firms, with a range of digital marketing & online solutions.