There are few (if any) better ways to convince people to use your company or buy your products than by providing praise from your satisfied customers.
Before would-be customers commit to something they haven’t used or bought before, particularly if it comes at a high price, they worry.
They’re concerned that you won’t deliver, that they’ll be wasting their time and money. They’re worried that they’ll miss out on a better alternative or be given a mountain of problems that they can barely imagine.
Summed up, they’re scared of the unknown.
This is why ‘social proof’ is so powerful: people like to know that others like them have already enjoyed a positive experience having paid the money before they commit themselves.
If I owned a construction company (ha!) I’d call it Testimonial Builders and make it my mission to place customers’ praise at the heart of the marketing message and branding.
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