What is a testimonial..?What is a testimonial..?
• In advertising, a testimonial consists of a
person's written or spoken statementstatement extolling
the virtue of a product.
• The term "testimonial" most commonly applies to
the sales-pitches attributed to ordinary citizens,
whereas the word "endorsement" usually applies
to pitches by celebrities.
• Testimonials can be part of communal
• The testimonial is a common advertising method
used in advertising media, such as television
and radio commercials and sales letters.
• In a testimonial, an end user of a product or
service, as opposed to the manufacturer or
creator, attests to its effectiveness and explains
how others can benefit.
Techniques for Testimonials in
• Testimonial advertising uses a number of
Man on street
• The expert opinion technique explains the
benefits of products that are more technical.
• A doctor wearing a white laboratory coat may
praise the effectiveness of a new medicine or
medical treatment, or an engineer may cite the
benefits of a piece of safety equipment.
• The endorser's expertise in the field adds
credibility to the product or service and also can
alleviate fears consumers might have about
trying something new and unfamiliar.
Man on Street
• The "man-on-the street" interview is a
testimonial technique to help consumers identify
with a product.
• Rather than offering the opinion of a celebrity or
expert to build credibility, this method attempts
to show customer satisfaction by a user who in
many ways resembles members of the target
• The interview subject is asked to try a new
product, and is shown to enjoy the experience.
The message conveyed is, "If this person likes it,
you will, too."
• In a culture in which everyday people are
enamored with the rich and famous, celebrity
endorsements can be a powerful testimonial
• It is statement
idea/product by a
• Product can be
inside or outside
• Musical artists,
Sports giants or
• In this technique, famous people
promote an item and draw attention.
• When a product is sold by using words
from famous people or an authority
• For example:
Michael Jordan and Nike tennis shoes
and Adam Levine for proactiv +
• If the celebrity / athlete / star
uses the product, then it must be
good, so I will purchase it too.
• These endorsements are most
effective when the product or
service they promote is easily
identifiable with the celebrity's
image or specialty.
• Testimonials from satisfied customers can
come the form in letters that appear in
• The letters, often from longtime users,
praise the product or service and explain
how it changed their lives for the better.
• In general, each comment focuses on one
specific benefit the product or service offers,
such as saving time or money, ease of use,
low cost or speed of results.
• Testimonials from customers who are not
famous have been effectively used in
marketing for as long as marketing has existed.
• A past or current customer will present a formal
"word of mouth" testimonial that a business
can use in marketing and to build trust with
• Testimonials are incredibly effective when
believed to be true, but a challenge is having
the audience believe that testimonials
presented by a business are given by real
people, not fabricated by the business itself.
• Even so,
and case studies are
still considered by
experts to be the
most effective means
of marketing and
gaining brand trust by
small- and medium-
• Testimonials can add another layer of
credibility to your products and/or services
or they can be a major headache.
• Celebrity testimonials while potentially
valuable in attracting attention to a firm's
products or services also have a higher
• For example, media attention on celebrity
athletes, singers, and other personalities
can turn negative quickly. In these
instances, products or services with which
the celebrity is associated can be stained
Pros of testimonials
Social Media = Testimonial Treasure
• Gathering feedback has never been easier
since the explosion of web-based
interaction on Facebook, Twitter, Yelp, etc.
Make sure to cultivate your business
accounts on these platforms and seize
upon positive praise.
• Retweet happy customer messages and
add Facebook integration onto your
website to show off all those “likes”.
• The More Specific, The Better
• When people leave you testimonials be sure to gather
their names, occupation and where they live. The more
information, the more believable.
• This also goes for the content of the praise. The best
testimonials are specific and to the point. For a spa
owner, what service is the customer's favorite to get and
why? Get to specifics: numbers, dates, facts.
• Make sure testimonials address the benefits of your
product or service. Testimonials that set you apart from
competition are equally golden
• Creative Formats
• Have some awesome quotes from your
business' biggest fans? Great, now get them
on all your materials: website, social media
accounts, flyers, brochures and ads.
• Don't stop at the written word. Add audio and
• These formats give the names and
occupations a face and a voice.
• Genuine emotions are easier to recognize
through videos, so having your testimonials on
video will allow potential customers to see
actual enthusiasm and satisfaction. If you are
not able to get video, try for a photo of your
Cons of testimonials
• Too Dramatic
Not to discredit an enthusiastic customer, but
testimonials peppered with hyperbole can actually have
an opposite effect on potential new customers.
“This ____ changed my life, it's the greatest thing in the
world”, can come off disingenuous.
What if the product is a pen or a shoe? While you may
be grateful for your customer's satisfaction, some
statements that get out of perspective should be
replaced. Remember, facts and specifics beat dramatics
• Lies & Fabrication
• Testimonials can be untrusted due to the fact
many people or businesses continually
fabricate them. Due to this, how much of an
impact your business' testimonials will have
on selling your product may not be so
• Never make up testimonials, it damages your
credibility. Same goes for fabricating or
changing the meaning.
• Testimonials are always under the air of
suspicion so if you want yours to be
effective, you have to work to make them as
credible as possible.
Why testimonials are important..?
• No matter how you're marketing your business,
if your claims don't have credibility, your
prospects won't be won over.
• Testimonials can help you strengthen your sales
letters and other marketing materials, making
them more believable and effective.