I see people saying they don't like reviews and testimonials and while it's true some people don't react to them, I think many of the people who say they don't are still influenced by the regardless of what they say.
I read reviews all the time. I don't expect any single review to sway me, but I often find questions I have about a product answered in a review. I read the reviews at Amazon all the time. If one person raves about a book I don't care. If one person pans it I don't care. But if 10 people all mention that there are errors in the example in chapter 3, I feel confident there are errors in chapter 3. If that's important to me I may buy a different book.
I was looking for this link earlier about
why product reviews are better than product descriptions
In this case the product is a girl's bicycle helmet. From the post:
Quote:
The product copy had this to say about the helmet:
“The ergonomic designed padding and an additional pad set for the perfect individual fit guarantee ultimate comfort.
The product review had this to say about the helmet:
“The helmet fit both girls well; ages 10 and 12. They must be comfortable because they wear them every time without reminding.”
Which description do you think convinced more parents to buy this helmet?
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It's why you want to embrace letting your customers have the conversation about you. They can often convince each other better than you can convince any of them.