Post by account_disabled on Feb 17, 2024 10:19:59 GMT 1
Beware of the relevance problem. If the celebrity in question isn’t relevant to the brand, your results could be mediocre, or even counterproductive. A study conducted by the University of Colorado Boulder found that celebrity endorsements can cause people to transfer a celebrity’s personality traits to a brand they are endorsing. In the study, participants read a series of celebrity stories, including one about Jessica Simpson and a brand she was supposedly endorsing. After the study, they were asked to evaluate the brand. The participants would call the brand “sexy and fun,” but they would also call it “ditzy and weak.” Instead of grabbing a testimonial from somebody just because they’re popular, it’s important to select a testimonial from someone.
This is not quite the same as an endorsement from a celebrity, nor is it in the same Buy TG Database category as “people just like you!” In fact, at the end of the day, it’s not even about popularity. Instead, it’s about authority. The key is to seek out relevant authority figures whom people already trust and to encourage them to evaluate the product in question. These people don’t necessarily need to be household names. They just need to be people that most of your consumers wouldn’t assume can be easily bought, people who can be easily verified as trustworthy with a quick Google search. The Power of Photographs Most tests seem to suggest that testimonials from authority figures tend to work much better than testimonials from everyday people.
But what if you don’t have the kind of pull it takes to get an influencer’s feedback on your product? landing-page-testimonials-shopify-2 Even Shopify’s new POS sales page uses testimonials from typical consumers. Are we really expected to believe that testimonials like these aren’t working? The solution is to remember why authoritative testimonials work. It’s not necessarily because the person is well known; it’s because the visitor knows they are real and trusts the message. This isn’t usually possible if the testimonial is from an “average Joe” who may or may not even exist. There is one very important exception to this, however: the power of photographs.
This is not quite the same as an endorsement from a celebrity, nor is it in the same Buy TG Database category as “people just like you!” In fact, at the end of the day, it’s not even about popularity. Instead, it’s about authority. The key is to seek out relevant authority figures whom people already trust and to encourage them to evaluate the product in question. These people don’t necessarily need to be household names. They just need to be people that most of your consumers wouldn’t assume can be easily bought, people who can be easily verified as trustworthy with a quick Google search. The Power of Photographs Most tests seem to suggest that testimonials from authority figures tend to work much better than testimonials from everyday people.
But what if you don’t have the kind of pull it takes to get an influencer’s feedback on your product? landing-page-testimonials-shopify-2 Even Shopify’s new POS sales page uses testimonials from typical consumers. Are we really expected to believe that testimonials like these aren’t working? The solution is to remember why authoritative testimonials work. It’s not necessarily because the person is well known; it’s because the visitor knows they are real and trusts the message. This isn’t usually possible if the testimonial is from an “average Joe” who may or may not even exist. There is one very important exception to this, however: the power of photographs.