Influencer Tip: Testimonials
- We must consider the Yelp effect. Studies have shown that when restaurants ask their patrons, who were quite pleased with the food/service, to fill out a Yelp testimonial, most patrons did. HOWEVER, the study found that those who did (solicited) dramatically talked about and referred the restaurant far less. The reason is quite simple. Under the law of Influence Reciprocity, it clearly states that when we are made to feel significant or important (great service), we will feel obligated to spread the word (referrals). If, however, we are given a way to absolve that obligation (testimonial), we will adhere and then the need to spread the word dissipates. Unsolicited testimonials work the complete opposite way. When we give a testimonial out of our own accord, we are more likely to spread the word.
- The point is that yes, testimonials are important, just be careful of who you ask and how many you need.
- Think about it…