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Expert Testimony

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In direct marketing, there are lots of catch phrases we use over and over again. Like "There's never been a better time to ..." And, "This offer won't last so ..." And "It's our way of saying 'Thank You' ..." And, of course "Call now," "Act now," "Buy now," "Learn more now," and myriad other — oh-so-emphatic — calls-to-action.

Here's another phrase that can help you increase response:

"But, don't take our word for it ..."

You may be making a very attractive offer. Your product may be best-in-class. Your organization may donate half its profits to widows and children. In fact, you may be the most honest person to ever list Marketer as your occupation on a tax form. Even so, your propsective customer doesn't trust you. The thing is, you're trying to sell them something and it's human nature to be suspicious.

Your best defense is to not defend yourself. Really. Let others do it for you. Customer testimonials are one of our not-so-secret weapons (and bonus if you have a name and a picture next to that glowing recommendation).

But, don't take our word for it.

Here are some statistics that will have you singing the praises of testimonials too:

  1. 70% of people trust reviews and recommendations from strangers
  2. 72% of consumers say positive reviews increase their trust
  3. 88% say reviews influence their buying decisions
  4. 88% trust online testimonials as much as they do frends and family
  5. 92% read online reviews before buying
  6. 97% of B2B customers say that testimonials and peer reviews are the most reliable content

But, what does all this mean for business revenue? A lot.

  1. 3% more per average order that includes a testimonial
  2. 5-9% increase in revenue when a Yelp rating goes up by one star
  3. 34% more conversion on web pages that include testimonials
  4. 58% "more likely to buy" when a prospect interacts with a review
  5. 62% more overall revenue when testimonials are used than when they're not
  6. 380% (wow) increase in conversion when testimonials are placed alongside expensive products

Testimonials are an important asset for marketers — and one that we should all leverage wherever and whenever we can.

Then again, don't take our word for it.

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