As a copywriter for a West Coast manufacturer, the author searched for testimonials to include in a sales brochure. Despite the company’s website and PowerPoint presentation, there was only one case study with a few customer quotes. However, the author emphasizes the importance of testimonials in marketing for four reasons.
First, testimonials provide credibility. In a competitive marketplace, consumers need convincing that a product or service is trustworthy, and testimonials act as references that vouch for a company’s legitimacy.
Second, testimonials help consumers identify with the customers providing them. Prospects often share similar concerns, problems, and desires as previous customers, creating a sense of empathy and trust.
Third, testimonials provide proof of a product or service’s effectiveness. Customers notarize marketing speak by testifying that a product or service can deliver on its promises.
Fourth, testimonials help close the sale. When used strategically at the end of a marketing piece, testimonials give prospects the confidence to become new customers and open the door to repeat sales.
In conclusion, testimonials are a valuable asset in marketing that can help establish credibility, create empathy, provide proof, and close sales.
