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The Importance of Testimonials and Local Business Customer Reviews in Advertising

To promote and manage word-of-mouth communications, marketers use influential marketing methods to achieve desired behavioral response. Testimonials and customer reviews are powerful when it comes to advertising. They are effective in building credibility and offer a sense of security to new customers. It is sometimes challenging to get your customers to provide you the positive review or testimonial you’re hoping for.  A well-written review or testimonial is beneficial to use in your company’s brochure, media kit, website and other advertising and direct-mail tools.

We previously published an article on this blog about Coupon Clipper review pages and how they can help local businesses. Please refer to it to learn more about online reviews. We recommend that you encourage your satisfied customers to go online and write reviews on different sites when possible. That is a good way to build a solid online reputation and help your site with regard to search marketing.

In order to get good testimonials or customer reviews, it is often helpful to offer a free trial of your product for new customers or a discount to those who are willing to write testimonials for you. Also, providing good customer service can also often yield positive results. Following up with a client via phone or email after a transaction to ensure they are pleased is a smart technique to obtain a useful testimonial.

It is also wise to have a section on your website of success stories that includes testimonials. It allows site visitors to connect with the case study and learn more about how your business works and how it has helped others. Visit and click on “Success Stories” for a good example.

It is important to get your customers’ permission to use their testimonials–and always make it easy for  them to provide feedback. Make a simplified document or an online comments page. It should be the type of form that takes little time to complete.

You can also use social media to obtain testimonials. For example, a fan page on Facebook, where favorite menu items can be rated, would work great for a restaurant.

The point: Offering great services or products is a good start, but you should consider going to the next level by being creative with your marketing techniques and utilizing testimonials from satisfied customers .

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Posted in Advertising and Direct Mail, Advertising Online, Coupon Advertising, Marketing And Sales. Tagged with , , .

3 Responses

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  1. sandy said

    Question: if you don’t include an actual name for the testimonial does it lose its power? If it is simply a “a customer said this about our services….” and you don’t site a source, is that less effective? This has always been a question of mine.

  2. It’s best to use factual information. In testimonials including the company name, a job title, and the name of the person speaks with greater authority. Otherwise it will be just a bold assertion. It is challenging to come up with a convincing response and I personally think it is critical to provide more information about your testimonials to support your claim.

  3. Great article, very well written. I would agree with Tarik also definitely use factual information and be honest. Having a testimonial can do wonders for your marketing and its free!

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