At the end of last year, I made a decision to improve my health. I’ve been a pretty faithful, if reluctant, exerciser for several years. But recently, I’d started to let it slide. So I decided I needed something fun and snazzy to renew my interest in cardio, squats and burpees.
I’d heard a few friends and family members mention how much they liked their Fitbits. A Fitbit, if you haven’t heard, is a bracelet that records the number of steps you’ve taken, calories burned, etc. It records all your stats and sends them to a nice little computer interface.
Intrigued, but not yet convinced, I decided to check out the reviews online. After all, this wasn’t some $5.00 purchase. I hit Amazon for everyday user reviews and a couple of other official review sites like CNET.
Overall, the reviews were good and I was sold. I ponied up the money and as I type this, a Fitbit is snuggled comfortably around my wrist.
My guess is that you’ve done the same sort of thing recently prior to making a purchase. Either the reviews and testimonials encouraged you to buy or you moved along to a different product with better feedback.
That, my friend, is the power of social proof.
Year after year, the Nielsen Group asks consumers which forms of advertising they trust. And year after year, consumers rank “recommendation from people I know” as number one. Number two is “consumer opinions posted online.”
And guess what? It’s the same for both B2B and B2C businesses. After all, corporate decision-makers are human, too.
Word of mouth. It’s the number one reason people buy what you’re selling.
If you’re not capturing comments from your deliriously happy customers, you’re missing the boat. Please, promise me that you’ll start. I mean it. Put up your right hand and repeat after me, “I, (insert name), solemnly swear to start getting feedback from my deliriously happy customers.”
It doesn’t matter how you do it, just do it. It could be email surveys, comments your customer service department receives, or an online review system. Just choose something and start implementing it now.
Then, when you have all these glowing reviews and recommendations, write them up. You can either turn them into short testimonials or longer, in-depth case studies/success stories.
Once that’s done, for the love of dog, don’t hide them. Make sure you get them in front of potential customers. Consider distributing them in various ways, including:
1. Your website
7. Press releases
9. Blog posts
10. Product descriptions
As you can see, the ways to use social proof are almost endless. Get creative. Have fun with it. And whatever you do, get going!
Speaking of going, my Fitbit tells me I’ve still got 2,417 more steps to do today. Guess it’s time to leash up the dogs!
Your turn: Are you gathering customer feedback? How have you leveraged it? If you haven’t, what’s stopping you? Tell me in the comments.
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