THE POWER OF TESTIMONIALS: WHY EVERY BUSINESS NEEDS REVIEWS
A few weeks ago, my mum drove up my driveway. I had forgotten she was coming to visit and I didn’t recognise her white 4WD from my quick glance out the window.
I thought: Shit! What did I buy?
Yes. I’ll admit it.
I thought my mum was the courier who delivers ‘All. The. Things’ I buy online.
Shopping has changed over the past 10 years. We used to have to go into a bricks and mortar store to buy the things we wanted. Now we can shop with a few clicks.
We can buy anything, from anywhere and have it on our doorstep in days. Too easy.
Savvy customers do their research
What’s better, is we can research the things we’re going to buy. More and more of us are going online and reading reviews before we add to cart.
The trust consumers place on reviews is becoming so common, brands are using them to improve customer experience.
A great example is online fashion store Birdsnest. The company asks customers for reviews, which include a rating out of 5 stars, and feedback on sizing.
If women who have already bought the dress say the sizing is a loose fit, it helps you decide if you should buy a size down.
How good is that? Well, it’s fantastic for Birdsnest because it helps reduce the buyer’s sense of risk.
Why is that important? Because one issue women have buying clothes online is they can’t try before they buy. And for lots of people the idea of having to go to the post office to make a return seems too hard … or is that just me? …
Savvy customers do their research when they’re buying or looking for services online.
What’s so great about testimonials anyway?
The reason every business should ask its customers for reviews is known as social proof.
If I tell you I’m a great copywriter, even though it’s true, you might think my ego is a tad inflated.
But if 10 other people tell you I’m a great copywriter (and they’re not my mum), then there’s some weight behind my claim. There’s social proof to back me up.
When you read reviews and testimonials, they help form your opinion of the quality of the business.
Ask yourself this - would you have walked straight past the dodgy-looking restaurant down the alley, if a few Trip Advisor reviews didn't convince you it was Melbourne’s best gyoza joint?
A great review can turn a ‘maybe’ into a sale in seconds.
Testimonials are like gold dust. You need to collect them and sprinkle them everywhere. Throughout your website, on your social media and LinkedIn profile, and in all your marketing.
But how do I get them, you ask?
Sometimes, especially in the beginning, asking for testimonials can feel a bit icky. Outright asking for praise isn’t the Aussie way, is it? Maybe it’s a bit of the old Tall Poppy Syndrome, but many small business owners find it tough to ask for feedback.
Here’s the thing, once you do it a few times, it gets easier. And if you pay attention, clients often hand you the perfect opportunity to ask.
It might go a bit like this:
Customer: Baz! The driveway looks great mate, thanks again for your hard work, we’re really happy with it!
Baz: No worries, Greg. I appreciate the feedback. Actually, would you mind jumping on our Facebook page and leaving a quick review?
It’s as simple as that.
It won’t work every time. People will tell you they’ll write a review and then it won’t happen. Mostly, they’ll forget. You might find you have a 50% strike rate.
But if you never ask, you’ll miss out every time.
Dayarne Smith
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