Video:How to Best Include Customer Testimonials in a Store's Literature

Transcript:How to Best Include Customer Testimonials in a Store's Literature

Customer testimonials are often used in marketing material and retail literature as a way to show other customers and, more importantly, prospective customers, that the store is well-liked and what others like most about the company. Here are some tips on how to effectively use testimonials in your own business.

 Include Customer Testimonials in Promotions 

To be the most effective, customer testimonials must be seen and read by your target audience. Brochures, catalogs, flyers and postcards are all good places to start in sharing these customer reviews. Just be sure that your distribution adheres to a plan. Don’t forget about virtual angles as well. Web sites, blogs, social networking sites and viral videos can be extremely cost-effective means of reaching a wide audience to share your testimonials.

When you go to collect reviews, be sure to get customers’ permission to use their words, names, and even photos, which all add a layer of authenticity and credibility to the marketing message. You might ask loyal customers or regulars to write you a quick sentence or two, or you might choose to write it yourself for their approval.

   Testimonials  Cover a  Range  of Qualities   

Make sure your customer reviews cover a broad range of qualities about your business or store you want to highlight. This might include service, convenience, quality, integrity and selection, just to name a few. Be sure not to copy other customer testimonials from websites, magazines, or other sources, or make them up and attribute them to fake people. These kinds of bogus reviews tend to have an inauthentic air about them, which can turn off customers in a New York minute.

 Use the Best Costumer Testimonials  

When it comes to arranging your testimonials, try not to use too many as this may overwhelm readers and cause them to mentally check out. If it’s a brochure, two to three should be enough while a postcard or flyer should just have one or two at the very most. On the other hand, your website could have a whole page dedicated to testimonials that visitors can browse at their leisure.

If you’ve got one or two rock-solid testimonials from notable, or even celebrity sources, don’t be afraid to feature these front and center on your printed or virtual press materials.

Word-of-mouth is always the best endorsement, and properly selected and featured customer reviews can be the best way to get the ball rolling. I'm Jonathon Stewart, with About.com.