5 Secrets to the Power of Testimonials
We all know that using testimonials is a crucial factor in attracting customers. Unfortunately, so many contractors fall flat on their face when they take the leap and throw a review onto their direct mail or their website. The assumption is that ANY testimonial will do the job when in reality that couldn’t be farther from the truth.
Potential customers are becoming savvier and more informed. Before they even speak with you, chances are they do their research. Wouldn’t you want to use testimonials that match what they are searching for?
For example, let’s assume that we’ve got Bob’s Roofing and Joe’s Roofing. They both have testimonials on their nearly identical websites. Bob’s testimonials say “Great Job, very happy.” and “Job was done well.” Joe’s Roofing testimonials included “They finished our new roof right on schedule. ” and “Crews were very polite and cleaned up after they finished roofing my home.”
Which company would you want to hire?
Here are 5 Secrets to the Power of Testimonials:
1) Use positive reviews when customers are getting close to their purchase: Social proof (the fancy technical term for reviews and testimonials) were found to be more influential to homeowners than saving money, protecting the environment or making responsible choices. You want to display your strongest testimonials the closer you get to the sale – which means arming your sales team with an overflowing binder of customer feedback.
2) Adding photos to your testimonials can increase trust: Studies have shown that testimonials are more likely to be believed when accompanied by a photograph – even if the photo doesn’t match. Therefore, even adding an image of 5 stars next to your reviews or a photo of the outside of the home will increase trust.
3) Choose testimonials that capture specifics: As I said above, people are influenced by similar people. Avoid generic quotes such as “great service!” and look for quotes that showcase a very specific benefit to your company.
4) Stories have greater power: Our brains are wired to take advice from stories, so when you can choose testimonials that include stories versus single statements.
5) Ask for testimonials from influential persons: Celebrity status has an incredible influence on behavior. If you’ve done work for even a minor local celebrity (newscasters, college sports or business owners), testimonials from them will carry more weight because of their established reputation.
Positive reviews are a very smart and effective marketing tactic. Make it easier for customers to find positive social proof by including your five-star ratings and other online social proof directly in your direct mail and on your website. When you do, you’ll not only boost your credibility but you’ll influence more consumers to buy from you.