I read an article recently by marketing expert Seth Godin on evidence based marketing.
He explains that most of us present facts and proof and then we expect rational consumers, voters, followers, or peers to make an intelligent decision on what’s better because that’s how science works. “Thesis, test, evidence, conclusion. All testable and rational.”
He goes on to say that before we invest a lot of time in evidence-based marketing in the face of skepticism we need to ask, “What evidence would you need to see in order to change your mind?”
If a person’s honest answer is, “well, actually, there’s nothing you could show me that would change my mind,” then there is no point in presenting endless fact-based marketing.
If you can become an out of the box thinker for a moment and consider another marketing tactic – testimonials! Yes, what changes someone’s mind more than a group of people all eagerly providing accolades for a product or service that they themselves have benefitted from. Now isn’t that more powerful? According to Godin, “When people who are respected in a social or professional circle clearly and loudly proclaim that they’ve changed their minds, a ripple effect starts.”
When people you know and respect suggest something to you, often this opinion will sway your decision from evidence based decision to a referral or testimonial based decision. You might consider asking your raving fans for a testimonial and sharing it through out your marketing efforts.
~ JoAnne Funch
Some of my raving fans;
“JoAnne makes my job easy! I tell her what I’m looking for and in no time I have pictures, prices and all the details I need to make my decision. And best of all, her prices are always right in line with other vendors. I know I don’t need to shop around…one stop shopping with incredible service!”
~ Karla Heeter, Executive Director, Buffalo Hospital Foundation, Buffalo, MN
“I have worked with JoAnne for over 20 years. She is the best in what she does and is focused on our bottom line and goals. This top of mind awareness has given us a great comfort that JoAnne is one of the team. She has provided our company with great marketing ideas to retain and build client relationships. Her suggestions have resulted in our increasing our business and presence in the market. Working with JoAnne would be the best decision that you will ever make.
~James Gutierrez President Career Resources, Inc., San Diego, CA
want more? Yup I have a page of testimonials on this site and on LinkedIn
Most of you have heard the phrases “walk the walk and talk the talk” , as well as “practice what you preach”. Speaking from a business standpoint, these statements are spoken too freely, without action or meaning. Not in JoAnne’s case. Without trendy terms,she communicates at a level we all understand… profitability. She does and will deliver expert advise and opinion that will benefit your current situation, as well as the best decisions for future business development.
~Kimbra Ness
Kimbra Ness Global Real Estate, Keller William Integrity NW
Kimbra, thanks for your vote of confidence!