Doc's Marketing Mojo

Where Are Your Prospects Going For Opinions?

Ever go shopping for something you’ve never purchased before? A car? A home? An education? A cable converter box? Brand new big-screenerooni?

Of course you have. Unless you have a staff of minions to do your purchasing for you, you’ve certainly had to step out there into the cold hard world and do your fair share of contemplating, ruminating and perspiring over an upcoming Great Big Buy.

How’d you know where to look for the information?

And -who did you trust for their opinion?

According to a recent survey conducted by The Nielsen Company and reported on in Adweek.com , when ranking credibility, 90 percent of us trust recommendations from people we know and 70 percent trust consumer opinions posted online.

These two forms of advertising ranked just above brand web sites and editorial content (articles in magazines and newspapers), as trusted. Also included in the poll were billboards/outdoor advertising, online video ads, brand sponsorships, ads before movies, search engine results ads, text ads on mobile phones, TV, subscription emails and newsletters, magazine, radio, and newspaper advertising.

Adweek.com quotes Jonathan Carson, president of Online International at Nielsen as stating  “The explosion in consumer-generated media over the last couple of years — we are now tracking over 100 million CGM sources — means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly.”

I’m very pleased to see that Nielsen’s research and figures confirm what I’ve been saying for years; that word-of-mouth (testimonials) still ranks high on the trust list and it’s certainly not losing any ground.

In fact, it’s what I talk about in my newest book, “How to Unleash the Persuasive Mojo of Your Satisfied Customers,” which will be available early next month. This is important info to have when it comes to determining where you spend your marketing dollars. For instance, it costs money to advertise in magazines, on radio, TV, and in newspapers. Adding testimonials to your web site or Facebook page costs nothing! And, as the Nielsen numbers show, it can add credibility … and, I believe, profit, to your bottom line.

Watch this space right around August first to get the Mojo of testimonials working for you….

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Filed Under: Good Business Mojo, Marketing Mojo on