The use of testimonials can be beneficial to companies that want a personal touch in their advertising.
Testimonials are usually included in advertising strategies of products that need that extra touch of personable charm. Many products have used testimonials as their sales pitch and there is a good reason why.
Target Market Testimonials
Testimonials are a great way to show the audience, preferably the target audience that others have used the product and that the product worked for them.
The audience will feel that if the product worked for that person, it should definitely work for them. Many consumers feel excitement when they hear about someone else with the same issue.
Many testimonial built ads deal with products that will help with a problem everyone has, but has not found a cure for. Some examples are skin care products, cleaning products, weight loss products, etc.
This is a good market for the testimonial advertisement because there are new products added to the market everyday. Hearing from a peer that the product worked is the best way to sell the product.
Effective Use of Testimonials
One prime example would have to be Proactiv skin care line. This skin care line is found on television and is not sold in stores. The company has some celebrities and some everyday people in their ads that use their products.
The fact that you recognize your problem skin in someone else on television, and they have clear skin because of Proactiv, it makes you want to buy the product yourself. The marketing is great. They use peers to show how their skin has cleared and how yours can too.
The people in the ads have to have tried Proactiv, as there is a law stating that you must have actually used the product to sponsor your testimonial on the advertisements. The reaction to these ads has been amazing. Sales have gone through the roof!
Another great example would be the Weight Watchers ads. The testimonials on these ads are real, and involve real people that have lost weight. These commercials have also inspired people to use Weight Watchers to try and lose the extra weight they ve had for years!
Testimonials are also great if you are in the business of selling online products. In fact, many websites offer customers the option of leaving their own personal reviews of the products as well. These are excellent ways of showing your potential consumers that your products have been used and were successful.
Action Steps For Creating Effective Testimonials
1. Use real people that have used your products in the demographic group in which you are aiming to sell to.
2. Show the truth behind the testimonials.
3. Plan the commercial to be as honest and sympathetic as possible.
Important Points About Effective Testimonials
- Testimonials should be done by real people that have really used the product.
- Use real people, or celebrities if you have the budget.
- Make it seem like the consumer needs this to get results like the ones shown on your ad.
Related Articles
Four Simple Steps For Building Customer Loyalty for your Small Business
Customer Feedback - Get It! - It's Gold
[ More Marketing Tips ]
|
