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The Effectiveness of Client Testimonials

Client testimonials aren’t always the easiest thing to get.  Sure, your customers love your business – but do they love it enough to put it on paper or video?  You can spend weeks, sometimes months, trying to get a few good testimonials for your website. This generally begs the question, are client testimonials worth it?  The short answer is YES.

Most client testimonials do create a favorable impression and they’re usually effective.  In fact, a recent article in Scientific American, “How Anecdotal Evidence Can Undermine Scientific Results,” explains why client testimonials are often more favorably looked upon than the factual product information on your site.
It may sound a little crazy, but client testimonials actually trigger primitive survival instincts in humans.  There’s a reason why so many effective marketing programs use on testimonials to promote a product or service. Humans pay attention and value stories from other humans – that’s just the way we’re wired.  This is what makes client testimonials so effective!

So, the next time you’re wondering whether it’s worth the time and effort to gather client testimonials, you already know the answer – YES!

For some innovative ideas for how to collect client testimonials and how to use them to bolster your marketing efforts, contact KEO Marketing at 888.702.0679.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.