Marketing Tricks #07 - Testimonials
Testimonials show grateful fans sharing the results of using the product. They always paint the best case scenario. They are not necessary lies, but they may not give you the full picture. The hair growth therapy company will not highlight customers for whom the product didn't work. They show you the bald "before" guy and the full-haired "after" guy. Testimonials are a powerful tool because they sell the dream of the best possible outcome. To achieve such an outcome it may not be as easy as an ad makes it sound.
What to do with this information:
When you are a buyer, recognise these tricks and don't let them affect you making the right decision. Don't hate marketers. It is their job to help sellers connect to their target audience. As a buyer it is your responsibility to understand the product and whether it fits you.
When you are a seller, this is a trick you can use. No matter how well you market, you must still have a good product if you want to stay in business. Do right by your customers.
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