The client testimonial: a key to marketing psychologyArticle added by Jeffery Hoyle on July 5, 2011
Jeffery Hoyle

Jeffery Hoyle

Denver, CO

Joined: August 21, 2010

Most businesses incorporate testimonials into their marketing efforts in one way or another. The problem is that many use any and all testimonials, without considering one simple fact: that a successful testimonial should give the individual reading it a sense of similarity.

​Each year, corporations spend thousands of dollars to research the psychology of marketing. Whether sales driven, B2B or any other type of business, companies like to know what their customers are thinking, and how they can influence their decisions. For smaller, independent businesses, a huge budget for such research just isn’t available. So how can independent businesses benefit?

There is a very simple method that can be implemented immediately: testimonials. Most businesses incorporate testimonials into their marketing efforts in one way or another. The problem is that many use any and all testimonials, without considering one simple fact: that a successful testimonial should give the individual reading it a sense of similarity.

When a consumer reads testimonials about you and your business, they are looking for similarities between themselves and the writer. As a financial services professional, the key to the success of your business is satisfied customers. Words written by happy clients resonate with those who are looking for the type of service you provide. It becomes much more relatable, and makes you much more relatable too.

The emotional impact of a testimonial cannot be overlooked either. For example, if a client is passionate about how your services saved them or their loved one thousands of dollars, that is a powerful testament to your abilities. It is that kind of message potential clients want to hear about. It will compel them to action — hopefully in your favor.

There is no escaping the power of the celebrity endorsement either. The words of a well-respected individual in a testimonial on your behalf can have a powerful impact on the reader. Imagine if your endorsement was from the quarterback of the winning Super Bowl team. Can you see the impact that would have on your bottom line marketing? Now, not everyone can get access to such a well-known person, but local celebs can help you out as well.

This leads to the final point on this topic. While written words can make for an excellent testimonial, video can have an even farther-reaching scope. In their own words, your clients can express how deep their gratitude is for you and your business. It doesn't take a huge production budget to create such a video, and it can be linked to your website for an added punch. Don’t be afraid to ask your clients for their help as well. Your clients who participate also get a kick out of being celebrities too. Their endorsement of you will prove to be invaluable.

The psychology of marketing can be tricky. But if you follow these simple ideas, the effect on your business will be astounding.
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