Draw Customers With the Testimonial
The consumer is directed to a review-specific page on the company's website. Customer ratings on a variety of criteria — like value, customers service and claim service, as well some basic profile information — are part of each review. The comments, like all good testimonials, sound genuine, due to their spelling, grammar or choice of words. (see image in viewer at right)
A control mailing from LifeLock, an identity security provider, combines both images and stories. The center of the letter shows three case studies of "actual victims ... people just like you." Each has a photo of a customer and their particular tale of woe, an "incident" that led them to become a LifeLock member. (see image in viewer at right)
Here again, this demonstrates several best testimonial practices: a photo of a real person, an authentic-sounding story, and a specific problem or issue addressed by one or more of the company's selling points. To bolster their claims, LifeLock promotes its website, where more information as well as video testimonials are available, to help seal the deal.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. To reach Paul, email him at firstname.lastname@example.org.