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Low-Budget Marketing for Rookies by LID Editorial

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CHAPTER 4

Create a FREE salesarmy throughtestimonials

Stand up and be counted

Testimonial marketing can make a significant difference to your ability to attract new customers, and yet it is estimated that fewer than 2 per cent of businesses use it. Obviously this form of marketing is only relevant if you have legions of happy customers, but let’s face it – if you don’t, then the least of your worries is how to source and use a good testimonial!

The reason why testimonials are so powerful is rooted in the psychological influencers we explored in Chapter 1. There are two factors working in tandem to make testimonials so effective – social proof and authority.

Social proof refers to how we determine what is correct by looking around us and working ...

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