Testimonials Sell Products Online and Offline

Customer comments encourage others to buy Customer comments have and will always be a strong sales tool in your marketing arsenal.

In August I talked about how to add text from appreciation letters and Emailed feedback onto your Web site. It’s still sage advice.

The article, New Marketing Style: Clicks and Mortar, found in The Wall Street Journal’s December 21st issue, provides details on how retail stores have moved from Web site testimonials to comments on in-store shelves, positioned either above or next to the critiqued product.

Low ratings will, of course, not be featured, which is different from online examples at Amazon.com and other Web sites where there’s no option to remove negative feedback. But what good is positive feedback if you don’t share it with potential buyers who want to know about other people’s experiences?

“Consumers say the testimonials reassure them when buying. ‘They’re telling it like it is,’ ”

This feedback is also beneficial to your marketing campaign, informing you if your product description matches the item or if product changes are necessary.

How are you putting customers’ testimonials to use to market your business?

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