Those who sell retail goods have a number of marketing resources at their disposal. Among the most effective advertising techniques is word-of-mouth, an endorsement of someone who has used the product passes on their critique to those they know. This critique can fall into two different categories, the customer review and the testimonial. Focusing mainly on the idea of the customer review, let's take a look at what makes these methods of advertising preferable to other forms.
They are cost effective. Looking at the television during a popular hour of television, or even listening to the radio, you would think that a clever or humorous advertisement would be a sure thing when it comes to marketing techniques. However, no studies have ever conclusively proven that a good commercial actually helps to sell goods. On the marketing side of the equation, they certainly help a product gain awareness, but that does not mean a rise in sales. And companies are literally spending millions of dollars a year on this type of campaign, from everything from TV spots to estate agents in Canada on park benches. Customer reviews, on the other hand, do not cost even a percentage of what it takes to launch a big, slick advertising campaign.
They connect the consumer to the product. A customer review means that potential buyers don't get the message about the product from an advertising firm or from the company. Instead, what they get is the honest opinion of someone who has actually tried the product out for themselves. A review, whether written or on camera, will help potential buyers see that the product worked for a person they can identify with.
Now, it is important to note that testimonials can offer the same sort of backbone to an advertisement. But, some would argue that a customer review might be more effective. The reasoning is that a review has the flavour of someone who was perhaps trying to find something lacking in the product in the first place; there is a little bit more room for a full evaluation of the overall merits and drawbacks of the product. This is because it is being evaluated from purchase through to use. In a testimonial the product is only being evaluated in the aftermath of use. If you're looking for a Treadmill in Toronto there are hundreds of choices. A full evaluation would be nearly priceless to narrow down the search.
What that means, in turn, is that a customer review whether in written or verbal form will typically be more detailed than the average testimonial, which is preferable when you have the time and space for it. It should include information about where or to what end the product was used, how it measured up against similar products in both cost and effectiveness, where the product was purchased, and so on.
And don't forget that just like a testimonial, it is imperative that a customer review includes information about the person who completed the review. If the review is being placed on a website or other format where multi-text paragraphs are possible, it is also a good idea to include a bunch of different types of review. For example, most people look for some kind of rating system when they are reading a review, so it is good to have a range of these that will look familiar to the viewer right at the outset (five stars, thumbs up, that kind of thing).
A customer review can be a very powerful tool when it comes to marketing your product. It hits right where retailers need it most; it connects a potential buyer to the product and helps convince him or her that a purchase is truly in their best interest. Ailsa Craig real estate agent
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