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| November 2008 |
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Copywriting Curiosities
Write Better Marketing Copy Now! | |
A Few of
My Favorite Things
Twitter!"Follow" me on Twitter, the much-buzzed about social medium that lets you broadcast 140-character updates to all your "followers." More to come in a future issue on how to use Twitter for marketing and networking. www.twitter.com/robynbradley |
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Dear Robyn,
I recently had a client who said, "But the problem with testimonials is that you know they're only going to say good things. How is that effective?" It's an interesting point. Still, studies show that testimonials do work.
Why?
That's the question I'll be answering in this month's newsletter. In case I miss some reasons--or in case you have some other ideas on how to use testimonials effectively--shoot me an email with your thoughts, and I'll include your ideas in my next issue: robyn@etrobbins.com.
And be sure to scroll to the bottom of this email to check out the special on email marketing--I've had a lot of interest, so I'm extending the offer through the end of the year.
Have a Happy Thanksgiving!
Best,
Robyn Bradley | |
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Why Testimonials Work
We humans are a trusting species. Yeah, we may be cynical when it comes to government bailouts and our politicians, but in general, if one person says to another, "Gee, item x is really great," we're willing to listen, especially if we know and/or trust this person.
For example, if I tell you I'm the best copywriter around, how does that make you feel? You might think I'm bragging or full of myself (or both). But if Joe Smith says, "Robyn is the best copywriter around," you're more willing to accept the message because you're willing to accept that Joe's opinion of me is more objective than my own opinion of me. And if you find out that Joe Smith is a marketing consultant, you might put even more value in his words, since you might figure that he's worked with other writers and really knows the difference between a good copywriter and a bad one.
The Power of the People
Real words from real people carry more weight than slick marketing copy. Whenever clients pass on testimonials to me, they always say, "Feel free to polish them." And I always respond, "Unless there's a glaring error, like a misspelling, I'm not going to change a thing." Why? Because the more authentic a testimonial sounds, the more believable it is.
Think about the radio ads for OnStar, the security and diagnostics system that's provided by GM to many of its customers. These ads are in the words of real people. The ads essentially play back the emergency call that's made through OnStar when the system is engaged either manually by the driver or when there's some sort of other incident, such as an accident. These ads are effective because they're allowed to play "as is"--even if some words are muffled or there's background noise. And they're effective because they're so real.
And now--thanks to the Internet and social media--it's easier than ever to share your "real" opinions with others. Of course, some people see this as a downside due to the possibility of having bad--i.e. honest--testimonials "out there," but I don't view it like that. Less-than-glowing testimonials give you the chance to have a conversation with customers and to fix things in your business that you might not have been aware needed fixing. These bad testimonials also make the good ones appear much more genuine.
How to Use Testimonials More Effectively
One of the best examples I can cite is for Proactiv--the acne treatment program. I discovered Proactive years ago when you could only buy it online. What sold me? The testimonials.
Now, as a marketing copywriter, I'm pretty sure that the celebrity testimonials from Jessica Simpson, Vanessa Williams, Jennifer Love Hewitt, etc. are paid endorsements. But still, these testimonials are so darn believable. I trust these women. Why do I trust them, you might ask? I trust that they understand how a clear complexion builds confidence, and I trust that they understand the pressures--especially in their industry--to have clear skin. I trust them not because they're famous celebrities, but rather because they're beautiful women who apparently struggle with skin issues that so many of us "regular" people struggle with. Also, in my mind, I assumed these women didn't need the extra endorsement money if they really believed in the product. (Yes, I was rationalizing. But guess what? This is what prospects do.)
Here's the thing, though. It was the celebrity testimonial that I saw on an infomercial in the middle of the night that drove me to the website. But it was the "Real Stories" section of the website that that made me buy. The before and after pictures of real people like me--along with their own words--made me willing to open my wallet and whip out my credit card.
No doubt, most companies probably can't afford to have celebrities like Jessica Simpson endorse products. My point is that you don't need to. The customers you DO have are your best form of advertisement.
Ideas for Getting & Placing Testimonials
1. Use call-out-boxes. Have a call-out-box on your website that says "Tell Us What You Think About X!" and then lead people to a page where they can answer questions or write a review (be sure to have a permission disclaimer). Pick the best reviews and rotate them (or snippets) throughout the site. Proactiv does a great job of soliciting customer stories. PERFECT FOR: photographer, wedding planner, traveling DJ
2. Use before and after pictures. If you sell a product or service, like Proactive, that has visual results, invite customers to send in their pictures. Consider an incentive program. Say you're going to feature one brand new "before and after" shot a week, and the person featured will get some sort of discount on the next product. PERFECT FOR: hair salons
3. Use social media. Where are your customers gathering? Facebook? Twitter? LinkedIn? On Facebook, consider creating a "fan" page for your company. People can easily include testimonials in the comments section. Here's Nutella's Facebook page (it has over half a million fans). On LinkedIn, invite people to "endorse" you or your product. If you have a Twitter account for your company, invite people to follow you. Dunkin Donuts has a Twitter account, as does Comcast. Remember, as I pointed out above you're going to get "honest" comments in the social media world--in other words, you'll sometimes have negative comments or reviews. Don't panic! Take the opportunity to have a positive exchange with the customer and/or work on addressing the issue. The occasional honest or even negative comment will make the positive ones that much more believable. PERFECT FOR: eCommerce websites, B2C
4. Use video. Video testimonials can be incredibly engaging and effective. And you don't need fancy equipment or a professional directing the testimonial--just let the person speak in his or her own words. PERFECT FOR: nursing home websites, dating service websites
5. Use them in other communication, not just websites. Include a customer testimonial on the different forms of communication that you send to customers: order confirmations, invoices, etc. Use them in your different forms of marketing and advertising as well, such as print ads, direct mail pieces, and sales letters. PERFECT FOR: manufacturers, distributors
Keep 'Em Coming
Just like anything else, testimonials can become stale. You want to constantly solicit testimonials from customers and keep them fresh on your website. Here's a good article from Entrepreneur.com on best practices for getting meaningful testimonials from customers.
Do you have any other ideas for using customer testimonials? Email me: robyn@etrobbins.com.
**Parts of this article appeared on a post I wrote for Blue Acorn's blog. Blue Acorn is an eCommerce development firm based out of South Carolina.
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Sincerely,
Robyn Bradley
E.T. Robbins Productions
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| Save on your email marketing! |
Email marketing is a great way to stay in front of your customers, and now's the perfect time to create an editorial calendar and get your email newsletter in tip-top shape for 2009.
If you need someone to guide you with your email marketing, give me a call at 508-561-4543 or email me: robyn@etrobbins.com. If you call before December 31, 2008, and if you decide to contract me* to write your first six months of email newsletters, the first newsletter will be half price.
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| Offer Expires: December 31, 2008. Contract is for six newsletters, and contract must be signed by 12/31/08 and begin in January 2009 or February 2009. |
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E.T. Robbins Productions | 1630 Worcester Road | Suite 501C | Framingham | MA | 01702
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