- August 21, 2021
- Digital Marketing
Using Client Reviews for Ad Copy: What You Should Know
Good reviews are an excellent way to use the psychological concept of Social Proof. Social Proof is a concept originated by psychologist Robert Cialdini, Ph.D. author of Influence: The Psychology of Persuasion, and describes how when we don’t know how to act in a situation, we look at what other people are doing then imitate that. The concept of Social Proof applies to consumer decision-making, too. When we aren’t sure which way to go on something, like choosing one good or service over another, we look to what other people think about the good or service to help us move forward. As you can see, the psychology of the Social Proof concept shows that leveraging the good things a happy customer has to say is an excellent way to attract new customers that might have otherwise been on the fence about going with you. Using review and ratings for advertising works. Per Birdeye, a customer acquisition platform, comparing Facebook Ads featuring customer reviews and testimonials to those that do not, ads that leverage social proof have:
- 300% more click-through rate (CTR)
- 50% lower cost per click (CPC)
- 50% lower cost per acquisition (CPA)
- You can use quotes on web pages or with photos in-display ads.
- You can include customer testimonials in videos on social media, web pages, or a YouTube account.
- Emails can have copies of the review with (or without) the customer’s picture.
- You should disclose your relationship. It should be clear how the reviewer is involved with your organization. Employees need to say they are employees. Paid endorsers must reveal that it is an ad, and so on. Yes, that probably goes for your mom, too.
- You should be accurate. The review should not be misleading. If extenuating circumstances contributed to the success or the results of the customer’s experience, you should include that information in the marketing piece. Whenever possible, the review that discloses results should represent a “typical” experience, not an exceptional one. If the review is about extraordinary results, meaning they aren’t what happens for most users, it should be disclosed in a prominent disclaimer in the marketing somewhere.
- Get written permission. Get at least an email from the person responsible for the review that shows them permitting you to use it. If you want something more substantial, they have a legal representative help you with the agreement and do something more formal.
- Use links rather than lifting testimonials from websites. Please don’t copy and paste the testimonial; link to the review site that shows it. Most review sites protect and license those reviews for use on the site only. Besides, as Patel points out, you don’t want to abuse the person’s goodwill that gave you a great review.