Get The Peer Principle of Persuasion into your next campaign
“What others say about you and your product, service, or business is at least 1,000 times more convincing than what you say, even if you are 2,000 times more eloquent.”
— Dan Kennedy, author of No B.S. Sales Success
Too often, communicators use first-party testimonials. That is, they quote their own VP of product development on how great the new product is.
Hey! We know you think your product or service is great. But can’t you find anyone who agrees with you?
Instead, add third-party testimonials — those from people outside your organization — to your PR and marketing communications. You’ll get great results.
Tap the Peer Principle of Persuasion.
Testimonials work because of something communication theorists call The Peer Principle of Persuasion. That is, if I believe it worked for someone else, I’m more likely to believe it will work for me.
That’s why Amazon’s customer reviews are so helpful. I know that if Orbiting the Giant Hairball was helpful to other business communicators, it will probably also be helpful to me.
Bottom line: If you’re not using testimonials, you’re missing a key element of successful PR and marketing campaigns.
Learn how to create testimonials.