Did you hear the one about the recent blog wherein a couple reported its fabulous encounters with Wal-Mart employees during a cross-country trip? It was underwritten by a group funded by Wal-Mart Stores Inc.
Or maybe you heard about the time TripAdvisor had to red-flag a number of its hotel reviews after suspecting they came from hoteliers who wanted to pump up their own or knock down others’ ratings?
Yes, my friends, it even happens in the world of letters. Amazon.com had to pull several “customer reviews” of a Monica Lewinsky biography (if you don’t know, don’t ask) back in 1999, after they were found to be written by a political consultant and quite a few others who hadn’t even read the book.
All of these examples of Bad Mojo –and a few more -referenced by Associated Press writer Jennifer Peltz in a recent article about AstroTurf Marketing, which she defines as “Seeding the Internet with seemingly grass-roots testimonials, reviews and comments that are not as organic as they seem.”
While the tendency to stack the deck in one’s favor has always been there, the omnipresence of the Internet practically guarantees a huge audience for these half-truths and bold-faced lies.
How do you combat this trend, especially when it’s coupled to the fact that online testimonials and customer evaluations influence a large number of your clients and prospects?
One way is to guarantee that the testimonials you use in your marketing come from actual satisfied customers. Not from your sweet little old Mother who’s on your payroll. Not from your best friend who owes you a favor. Not from anyone named “anonymous.” Real, live, identifiable, satisfied customers.
And you have to validate the testimonials you get. A testimonial stating, “In just one year, the Mojonator helped me save $10,000” and signed by “Mr. V.U.” isn’t worth diddly. What you need is a testimonial from Mr. Val Ubal of Wright Products in Dentsrus ME to make a difference.
“But how do I do this?” you might ask. “How do I get people to speak glowingly of my product and services?” “How do I win over my jaded prospects?” “How do I get them to sign their names?” “Can’t I just pay someone to say good things?” No! No! No!
Well …perhaps you can offer a treat or two.
And yes, I’m serious. Sometimes, a little spiff helps ‘incentivate’ your good clients to say a few nice things on your behalf. It ain’t cheating; it’s merely adding a little motivation.
If you want to learn more – pick up a copy of Marketing Mojo’s newest e-book, “How to Unleash the Persuasive Mojo of Your Satisfied Customers.” Do your part to stomp out AstroTurf and earn your prospects’ trust.
