“The Moussaka is the best I’ve ever tasted”
(read on if you’d prefer to ignore the video)
Now imagine they are spoken about the signature dish of a specific Greek restaurant. Now ask yourself, do you trust those words? It all depends really doesn’t it?
Let’s look at who said it and in what context (read the words again, but change who was saying it):
- The Greek Restaurant in an advert in the local newspaper
- A review written on a website such as Trip Advisor
- A close friend who had eaten that meal at that specific restaurant the previous week
Do you agree that the order of trust should be reversed? The words of your friend in first place, the words of somebody on a review site second, and the least trusted being the words of the restaurant themselves in an advertisement.
Now let’s look at what you say on your website. In your brochures. In proposals you send to a client.
Your Client May Well Use Almost The Same Words As You – But Their Words Mean Much More
Have you asked them what they think about the various things you say about yourself? Ask them to put it in their own words.
When you do that, some interesting things happen:
You remind and educate your client.
If you’re in the sort of business where people can buy again, reminding your clients about why they bought can trigger repeat sales.
You increase the chances of them recommending you.
Remaining top of mind is essential in word-of-mouth endeavours. Clients forget you – especially if you don’t communicate with them often. So by asking them what they think, you increase the chances of them referring you.
You have material, like Trip Advisor reviews, that you can include in your marketing.
The second most trusted in our little list is also the second most trusted in a survey of 30,000 people from Nielsen*.
Just behind recommendations from friends and others people know, is recommendations from people they don’t know in the form of opinions posted on review sites.
So when you feature the words of your clients, even if your prospects don’t know them, they will be influenced much more than the words you write and say about yourself.
I do like Moussaka – if you can recommend any restaurants in Liverpool that do a great one, let me know – Click to email me
*Here’s that survey from Nielsen:
Would You Like More Repeat Business And Referrals? Without Doing It Yourself?
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