Y’know, there’s an artform to using testimonials in your ads.
Testimonials are ultra powerful when you’re laying some proof on your product.
We live in an ad saturated world, where ad agencies are scheming for a cheap way to advertise their shit in our dreams…
Yes, our fuckin dreams.Those fuckers have no standards I tell ya…
Anyways, as I was saying.
Your customers are not going to believe your claims
Now, the main thing when it comes to testimonials… and I see this getting screwed up all the time, is to use real testimonials.
Look at what happened to Shredz supplements.
One of their promoters was running an athlete promotion, showing how the supplement changed their bodies. Turning them from fragile frames with spaghetti limbs… To unstoppable walking death machines with guns for arms.
He started an instagram account and started uploading the “before → after ” shots of the his top models. These shots showed results unseen in the fitness worlds.
People where in a frenzy.
They where lining up to get their hands on this “mirracle supplement”.
It was war as die hard fitness junkies where shoving each other out of the way to grab this magic pill. The Global Fitness Agency( I obviously made this one up ) was preparing to declare a national crisis!
The truth came out
Turns out the interwebz are a cruel place. Lurking with “advertising watchdogs” who go through every testimonial they come across in an egotistical bid to squeeze the truth out of them.
Well, guess what.
Some of these so called watchdogs went through the instagram account. And they found all of the pictures where Photoshopped.
And not only that, they also had undeniable evidence of it too.
But here’s the real kicker… these guys, being the watchdogs they are released all their findings. all of them.
The resulting uproar nearly ruined the Shredz brand image.
The damage was so bad, the Shredz founder had to apologize for the bullshit on a youtube video and sever all ties with the alleged promoter.
But even now, the damage still lingers.
Moral of the story
Don’t play around when it comes to your testimonials.
Like an ax-crazy ex they’ll come back to bite you in the ass, with the force of a thousand suns. Ax swinging and ready to sink your business.
If you know it’s gonna come back and haunt you at the end of the day, then don’t use it. Easy as that.