“Nothing draws a crowd quite like a crowd.”
American showman P.T. Barnum was a man who knew a little something about the power of social proof, and his evergreen advice stands as a lesson that every business owner needs to learn:
Your customers will always be more persuasive than you.
No matter how compelling you make your copy or how beautifully you design your product, customer reviews will still play a pivotal role in enticing people to give your business a chance. Potential customers want the honest scoop on your business, and when evaluating you they heavily favor the opinion of the crowd.
A host of research supports this point:?
- Over 70% of Americans say they look at product testimonials and reviews before making a purchase.
- Nearly 63% of consumers indicate they are more likely to purchase from a site if it has ratings and reviews.
Given the importance of customer testimonials and reviews, you can’t waste this precious opportunity to put your best foot forward by using “vanilla” praise about your products or services.
It’s time to put the fears of merely soliciting generic praise to rest. Below we’re going dive into academic research that offers proven ways to ensure you maximize the persuasive potential of each and every piece of positive feedback!