Using testimonial advertising is an excellent way to promote your business, build trust, and establish social proof among potential customers.
Testimonials can help boost sales and conversions when used effectively. However, it’s important to know how to make the most of this type of advertising.
This blog post will discuss how this kind of advertising works and look at some testimonial advertising examples. We’ll also provide tips for creating an effective testimonial advertising campaign for your own business.
Understanding the Importance of Testimonials in Advertising
A testimonial advertisement is a paid placement that uses a customer quote to establish trust and generate credibility around a product. Think of them as statements that provide first-hand evidence about something’s characteristics, qualities, or value. Advertisers often use testimonials to support their claims about products and services. It’s all about social proof.
Potential customers are more likely to believe what others have said about a product or service than what the company says about itself. This is especially true if the testimonials come from people the customer trusts, such as friends or family members.
Or as eloquently described by TrustPilot, “Consumers feel empowered as their opinions put bad companies to shame, highlight companies that stand out amongst the crowd, and more broadly contribute to improving businesses everywhere.”
People know that their words have unbiased insight and incredible power. They’re enough to encourage sales, grow business, or dismantle them entirely under the right conditions.
Testimonial Advertising Examples
The following testimonial advertising examples can serve as a starting point for you if you’re looking for some inspiration:
Example #1: Calm
It’s not a revolutionary take, but LinkedIn isn’t the most exciting platform ever. It’s not a sexy platform like Instagram or TikTok where the fun (and comparisons) never stop.
Still, the platform has over 800 million users, many of whom are regular users. So it’s a great platform for reaching a wide audience.
Just take a look at Calm’s testimonial advertisement here. There aren’t many details in the review, and it’s anonymous, which isn’t ideal…
But the specific audience and context make it work. LinkedIn users are immediately given a solution that employers can offer them—because we all know how stressful life can be.
The best part is that it’s an employee, not the person who runs the program, who shares how helpful Calm’s been on their journey.
Example #2: Headspace
Headspace, the meditation app, has a good testimonial advertising example. This one uses some pretty bright colors that catch people’s attention, alongside several font size variations, and an interesting image.
But visuals aside, the quote here is about running. Notice, he’s not recommending that people start running. He’s saying that guided meditation gives him peace of mind when he’s out for a run.
Obviously, runners would get a ton of value from this, but the nice thing is that it appeals to everyone. Immediately when you read it, you think “What else could I do while using Headspace?”
It draws people in, helping them envision the possibilities. It helps them think about the app and consider its real-life use. There’s a lot of value in that.
Example #3: Dove
Time to look at some video testimonial advertising examples now. They give you a little more time than a regular written ad would, so you can pack in more detail and value.
Dove has a good example here, where they take advantage of that fact by jamming several testimonials into one ad for their deodorant.
Now, these are all staged, which is pretty obvious since they brought these people into one space for the ad, but they’re supposedly not actors, which adds a level of credibility and trustworthiness.
More than that, they all try on the product then and there, while talking about it and discussing their thoughts. That brings some realness to the situation, and further highlights the effectiveness of the product.
Example #4: Grammarly
Now, this is a powerful ad right here. First, sushi is about precision. A lot of practice and skill goes into making a good, delicious sushi roll. It’s a lot like writing, just like Kaz Matsune points out. Writing takes a ton of time to get right, and it’s basically a lifelong pursuit.
By establishing this connection first, the visuals in the video are given context. Anytime he’s perfecting a roll, he’s also perfecting a sentence on the computer.
All this, before he even explains the best part: English is his second language, and yet he’s able to write regularly, post content, and publish books in English thanks to Grammarly.
Example #5: Salesforce
You’ve likely heard this before, but storytelling is one of the most powerful tools in your arsenal. It’s also the oldest way humans have connected with each other and shared ideas, concepts, and lessons.
So creating a testimonial ad that tells a story like Salesforce does here is always a good idea—especially if it’s a story that your target audience can really relate to.
In this case, Salesforce focuses on a rags to riches story where someone working on a cotton field became a director at the company. The defining factor? Salesforce is all about helping people succeed and live up to their potential.
That’s a solid feel-good message everyone wants to hear. It makes viewers wonder what Salesforce can do for them.
Some Key Testimonial Advertising Reminders
Using testimonial advertising to promote your products and services, and therefore grow your business is always a good idea. However, there are a few things to keep in mind before you approach customers.
What to Ask
Before you can get to the fun stuff (creating the ad itself), you need to ask the right questions. After all, the questions you ask dictate the answers you’ll get to some degree.
Here are the 3 most important questions you should ask:
- What was your specific problem, and how did this product or service resolve that issue?
- What other solutions had you tried leading up to this particular product/service? How do those options compare?
- What do you expect your future to be like now that you’ve found this solution?
These questions cover the past, present, and future in detail. They even cover competitive offers.
However, these questions might yield overly long answers, so you may need to cut down to size (more on this in a bit).
When to Ask
Your product or service dictates when you should ask for testimonials from your clients and customers.
These 3 instances are the easiest times to ask for testimonials:
- Right after you’ve delivered a service. This is especially powerful if you have a face-to-face interaction with the customer. You can ask for a testimonial right away.
- After completing a project. As in, right when you’re wrapping it up, ask a client for feedback. The value-packed details are fresh on the mind at that point.
- About 15-30 days after someone purchases a product—especially if the product requires some time investment. For example, if you were to buy a calendar/scheduler app, you’d likely want a good 2 weeks to use it before forming an opinion. That’s enough time to discover the drawbacks and perks.
Testimonial Ad Length
Different types of testimonials vary in length. For example, quotes are shorter than video testimonials advertisements. Blog post versions are even longer.
The general consensus is that 50 words is the magic number for most testimonial advertisements—sometimes less.
Some Extra Testimonial Advertising Tips
- Your target audience will appreciate testimonials that resonate with them. Don’t settle for ones that are uninteresting or vague. Select those that offer tons of benefits and proof.
- Highlight your product or service’s unique selling points with testimonials. Be sure everyone is aware of your offer if it is the only one of its kind that does something very specific and beneficial.
- You can use testimonials for a variety of marketing materials, including your website, social media posts, email campaigns, and even print ads. Don’t be afraid to think outside the box. Use eye-catching graphics and video testimonials, for example.
Testimonial Advertising Can Do Wonders For Your Business
Make sure you keep these things in mind when creating your testimonial advertising campaign. And remember to test your ads before you launch them in order to make sure they’re effective.
If you do, you can be sure your business will thank you. Not only will it be much easier to showcase the unique products and services you have to offer, but you’ll also highlight the benefits. And nothing has more selling power than valuable benefits that change people’s lives.