Are Testimonials Tacky?
Belly dancers are acutely aware of their image. We have to be so careful not to come off as too sexy, or not sexy enough, blah blah blah...because of this, we often shy away from testimonials in our marketing. After all, we don't want to brag do we? We can't have people thinking we think we're great or anything!
(sarcasm mode: off)
This is a big mistake. Testimonials aren't "tacky" or "bragging"...they are what's called "social proof" and they are very powerful persuaders. Given the choice between buying a costume from your online store and someone else's, I'm going to go with the one who has the best positive feedback and the testimonials saying "I love my new costume, thanks for getting it to me so quickly" and "I appreciate your prompt attention to my fitting problem. I hate returning things, but you made the process painless." If I'm trying to decide which teacher to take a class from, I'm going to look for the one other people like me enjoyed.
That's the key--people don't like feeling alone. Studies have shown that if I have to make a choice, I will usually go with the one everyone else likes--as long as "everyone else" is similar to me.
Now, most testimonials we think are "tacky" or "over the top" read that way because they are all about the dancer. "Oh, she was so pretty and talented. Her costume was gorgeous!" Yawn....
Your reader wants to know WIIFM: What's In It For ME??
In other words, your testimonials should focus on the user benefit or what the person giving the testimonial got out of the transaction. "Thanks so much for the awesome class you gave at my bridal shower. We had a blast and used all four moves you taught us at the club that evening." Or "My costume got here so fast and fit perfectly. It's such a relief to find a seamstress who understands a belly dancer's needs!"
See the difference? If I'm thinking about ordering a costume from you but am concerned about fit, that testimonial puts my fears to rest. Someone else ordered, got their costume promptly and it fit right the first time. Phew! Where do I sign up??
Focus on the reader. What's in it for them?
Here are some more ideas for adding social proof to your marketing:
**If you're selling fun entertainment for a weeknight at a restaurant, have a video showing a packed house on a Tues. night with patrons smiling and clapping along as you dance among the tables. Get a close up of the women and children who are as enthralled with your dancing as the men.
**If you're selling entertainment for a little girl's birthday party, have photos showing the birthday girl in a hip scarf dancing along with you, the party guests playing with veils, and most importantly, relaxed and happy parents (they are the ones making the buying decision, remember)
**If you're selling dance as a weight-loss tool, find some of your students who have successfully lost weight and brag about them on your website. Show them having a great time in class, and get an audio or video testimonial.
Like this one:
