July 31, 2008, 12:38 pm
How important are testimonials in marketing?
Julie Wickert, Austin, Texas
What is the importance of storytelling to a company's marketing efforts? My business is True Story Communication, and I write true stories – case studies, customer testimonials, blog entries, and more – on behalf of my customers. While I know that these stories are some of the most valuable advertising and communication available to organizations, I'm having trouble substantiating it.
What do you recommend? Leave a comment below with your answer.
Give us your advice: Check out recent “Ask & Answer” questions.
Related links:
CNNMoney.com Comment Policy: CNNMoney.com encourages you to add a comment to this discussion. You may not post any unlawful, threatening, libelous, defamatory, obscene, pornographic or other material that would violate the law. Please note that CNNMoney.com may edit comments for clarity or to keep out questionable or off-topic material. All comments should be relevant to the post and remain respectful of other authors and commenters. By submitting your comment, you hereby give CNNMoney.com the right, but not the obligation, to post, air, edit, exhibit, telecast, cablecast, webcast, re-use, publish, reproduce, use, license, print, distribute or otherwise use your comment(s) and accompanying personal identifying information via all forms of media now known or hereafter devised, worldwide, in perpetuity. CNNMoney.com Privacy Statement.
-
Detroit's churches are plowing millions into redeveloping local housing and businesses. More -
Winepod attracted a wait list of eager buyers and millions from investors. Then came the recession. More -
As other major banks withdrew, Wells Fargo stepped up its small business lending. More -
Designer Chuck Comeau set up his manufacturing in Plainville -- 240 miles away from a major airport. More -
As staffs shrink, business owners are taking on support duties they haven't had to handle in years. More
Testimonials is an important marketing tool for certain businesses. Not all testimonials are relevant to a company's services or products. A company in NEED of testimonials may want to convince the customer that their product is beneficial and will not result in buyer remorse. Their product or service may cause skepticism and a testimonial from past customers may convince new customers that their money will not go to waste. When writing these testimonials for companies is a source to create revenue and build a customer base, customer loyalty and retention. It's a live recommendation to use their product and services without completing all the stages of teh buying process.
-Celia White
(Hollis | White Consulting Group)