By Kimball Wallace of Wallace & Washburn
Testimonials are working better than ever before and we have the Internet to thank, even though the reason testimonials work so well dates back to cavemen days.
Early on our brains learned that stories were critical to survival. If a fellow hunter told you a well was poisonous or the red berries made you sick you paid attention or paid the price.
Fast forward to the Internet which has now trained our brains to scan data at an ever-increasing rate and absorb packets of information really quickly — especially if the information is credible, relevant and well presented. A strong headline still grabs attention surprisingly well.
Consider testimonials from true believers in your brand. If you want to add punch to your company or organization’s story, record the testimonials and present them along with photos of your supporters. Post them on your Website, include them in blog postings and e-mail them to contacts and stakeholders with grabber headlines.
A well-edited, 60-second sound track with one or more headshots works great. Production values matter, but if it’s too slick it looks like you have money to burn and credibility goes down. These days, thanks to Final Cut Pro, you can get 8-10 audio testimonials produced for less than the cost of one video spot. Don’t hesitate to call me for details.
Here are some tips on how you can use testimonials to build and motivate your fan base that came from our experience with not-for-profit organizations. These principles apply equally—whether you are selling soap or social services.
1. Use Headline Quotes That Stand Out
“The kid’s mother gave up drugs and prostitution. It turned both their lives around.”
RISE Education
For Children of Incarcerated Women
Ned W., Engineer, Providence Rhode Island
https://www.youtube.com/watch?v=QYpYNm0j2X0
Find interesting, emotionally involving quotes. Without a strong headline, peoples’ eyes will tend to just skim over it. Every person has a powerful message if you ask the right questions in the right way. I used only seven questions to create these testimonials. The powerful headline above was viewed five times more often on YouTube than one of the weaker ones we rejected.
2. Use Audio Tracks with Pictures
"My affection is for what I learned and how it helps me daily. We’ll leave them our estate."
COLUMBIA UNIVERSITY
Lisa M., Journalist, New York City
https://www.youtube.com/watch?v=eoe8WVwSJUU
Use audio sound tracks with a photo of the person, not videos. Videos are expensive and a “horror show” to edit. Unfortunately, Murphy’s Law says all the great lines will be located (spontaneously) in the middle of sentences, so you can’t edit out the best tidbits without the person’s face suddenly jumping. Besides, most people don’t present well on video. However, everyone has at least one or two good photos.
3. Forget About Scripts
" I was the recipient of great largesse. I am forever, forever grateful.”
SIMMONS COLLEGE
Sue B., Management Consultant, Boston, MA
https://www.youtube.com/watch?v=_eLkuXpLXzU
Don’t use scripts and don’t send the questions out in advance. Your subjects will either read their answers or try to memorize them. Just tell them you’re especially interested in the emotional feedback. If listeners get the impression that the testimonials are “staged” they’ll click them off faster than a bad TV commercial. You can tell instantly that Sue’s spot (above) is spontaneous. (Who says, “Oh Boy” these days?)
4. Remember, ‘Tune Out’ Happens in Seconds
“I give despite the fact that I don't have pleasant memories."
DANA FARBER CANCER INSTITUTE
Glenn R., Psychologist Des Moines, Iowa
https://www.youtube.com/watch?v=dPeGlBmoPq8
The ideal length is about one minute or less, but an interesting story can go longer, like Ned who gives to help the children of incarcerated women get educated. (Have some Kleenex handy.) Remember, most TV commercials are 15 or 30 seconds, so people will start tuning out if it’s too long or isn’t very compelling. Their brains are trained to wander after half a minute.
5. Emotions Matter Most
"It better be a damned good use. I'm not going to donate if I feel fluff!" PACE UNIVERSITY
Nick F., Advertising Executive, Philadelphia, PA
https://www.youtube.com/watch?v=YGaSBPgkZcw
Emotions matter most and without an emotional “feel” they will fall flat. However, a little logic adds bonus points. Our research shows that most giving and buying is emotional (50-65%), even in B2B among buying teams who are extremely concerned about the emotional impact their “buy” will have on employees, processes and potential outcomes.
In fact, our recent global technology study with IDG Connect reveals that vendors who fail to address the emotional impact in their offerings (digital content, conversations, social media, proposals, collateral, etc.) are significantly less likely to make it to the short list.
In the coming years, watch for a dramatic increase in emotional B2B messaging, including the use of testimonials.
6. Offer Anonymity
Offer anonymity. Many people will open up more if they aren’t going to be directly associated with their stories. Give them complete anonymity if they want, or perhaps partial with just their first name and possibly a last initial. In B2B it’s much easier to identify supporters by name. In philanthropy and with consumer products it’s more difficult.
7. Use the Pros
Use outside professional interviewers and editors, not in house staff. No one will ever remember that you saved two thousand dollars if they’re a “bust.” If the editing isn’t professional quality it will reflect poorly on you. Be sure to edit them carefully so people come off as intelligent and articulate. The worst outcome would be to alienate a valuable customer or prospect.
8. Remember, Involvement Takes Time
Like they say, “Rome wasn't’ built in a day.” Neither is a good testimonial campaign. Produce lots of stories. They build interest and involvement over time. The key to success is candid, interesting stories so people look forward to them.
A few years ago we did a testimonial print campaign for Cape Cod Hospital to help improve its image. We ran testimonials every week for a year in the local newspapers. One year later research revealed a dramatic improvement in the image. Philanthropic giving also went up. We’ve had positive results for Universities too as well as Public TV and Radio. Our testimonial “Think Again” campaign of 10 spots for WGBH Boston generated a 91% increase in “white mail” within four weeks. It was then rolled out successfully into other markets.
9. Offer Final Approval
Offer your participants final approval. This will help them relax, knowing that they can always make changes to their final testimonial.
10. Post Them Everywhere
Be sure you post your testimonials wherever possible, in e-mails, social media, on your website, adapted for print for mailings, articles and/or small space ads in magazines, and so forth.
You will find that a testimonial camapign is one of the best investments you can make to stand out in today’s fast paced Internet world. I’ve personally been involved with dozens of testimonial campaigns and my clients have never had a regret… because testimonials work.
For the complete article or for more details click here:
Kimball Wallace
781-235-8882
