An endorsement is a form of word-of-mouth marketing. A recommendation from another person can have greater influence on decision making than a traditional ad.
A positive comment about your service or product, especially from a trusted source, can cause you to choose one car/restaurant/plumber/movie/etc. over another.
It’s important to make sure the good things being said about your product or service are shared via your website and your social media platforms. You don’t have to include the entire text of a rave; in fact, a brief except usually works better.
Hollywood knows this. Short blurbs, lifted out of context, have powered movie promotion for decades. A sentence or two of user-generated input from a happy customer makes a quick, easy to digest, post for your Facebook page. A few such glowing statements can be a strong addition to your website. But, again, keep them short.
If yours is a business that’s not reviewed on Yelp, Angie’s List or another review site, ask your customers for feedback. If you have a small number of clients/customers, ask them individually for an endorsement.
If a Yelp review says great things about you, but also adds a downbeat disclaimer, it is not unethical to edit accordingly (unless you change the meaning of the comment).
Even when endorsements are paid, they can be effective. I like Matthew McConaughey and I believe he actually does drive a Lincoln. On local radio, a live, conversational endorsement spot by a personality tends to generate more reaction than ad copy read by an announcer.
When people say good things about your product or service, don’t just smile and say thanks. Proudly share those raves with your market through all available channels.
(photo credit: <a href=”https://www.flickr.com/photos/kc7cbf/8526035785/”>Nick / KC7CBF</a> via <a href=”http://photopin.com”>photopin</a> <a href=”http://creativecommons.org/licenses/by-nc/2.0/”>cc</a>)