One of my favorite arrows in the quiver of persuasion is a good testimonial. Someone else in your community already bought/joined/enrolled/took the plunge, so you should, too.
Doris Kamstra (our VP of Marketing Services) likes them, too. She says: “I like testimonials because the comments are in the voice of others and make “It” real – whether we are selling membership, insurance, or a continuity product, an authentic testimonial reinforces that buying is a positive experience and/or good decision.”
Robert Cialdini, in one of my favorite go-to books (Influence, The Psychology of Persuasion) writes about this lemming-like behavior in his chapter on Social Proof. “We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves.”
While testimonials can be a great tool, wield them with care.
“Would you jump off that bridge if all your friends were doing it?” Obviously, testimonials can be used to influence someone to take an action that might not be so good for them.
Or the testimonial can ring false and undermine your entire proposition. Sue McKenna, MCA’s Creative Director, says this:
Testimonials enhance credibility. In today’s world, where anyone can be anything on the Internet (or in the mail), testimonials help prove you are real.
But what gets overlooked too often about testimonials is what they truly are: mini-stories. Each testimonial tells a story of how your product or service mattered to that person. Suddenly, your message becomes compelling and memorable.
How powerful are stories? Consider all three of the great religions use stories. Studies show lawyers who use them in their closing arguments have a better chance of winning their case. We even put our kids to bed with stories.
So when you’re looking for testimonials, yes, by all means, use them to enhance credibility. But also look at what stories are hidden in those testimonials. This is how you communicate real benefits. These “storymonials” can even suggest new niche markets (lists, in our world), because people often use your product or service for reasons you might never suspect.
One last thought: You can not create a testimonial. It must come from the heart of a real person. It must use his language. It must be in his voice. It must contain warts as well as flowers. Conflict, tension, character, point of view—all the tools we use in novels are in the best testimonials.
Yes, this takes a lot of work. It takes time. It takes trust between client and vendor. However, nothing worth having is gained without old-fashioned sweat equity. Good response rates included!
Thanks to Sue for our new word for today: “Storymonials.”
Do you have a storymonial to share? Pass it on!
gteskey@membershipcorp.com
