Skip to main content

Ad Exchange

Be wary of enthusiastic testimonials

What’s the value of capturing excitement in customer testimonials? Often this is an ineffective exercise. The people interviewed rarely say why the event was remarkable, only that that’s how they felt.

Many people hold a misconception about how emotion persuades. For the most part, it’s not contagious on its own. You can’t count on delight to spread from someone to others. Enthusiasm is not like a forest fire that jumps the gap from one dry treetop to another.

To persuade, excitement has to be informative as well as emotional. Suppose I tell you in a voice overflowing with admiration that my favourite restaurant is fabulous. How can you know whether you’d love it too?

Now I tell you instead – equally enchanted – that it’s quiet and romantic. I also describe the menu, with traditional Italian favourites and a mouthwatering dessert tray. Then you either let my enthusiasm influence you or you reject it because you prefer innovative menus and a lively, upbeat atmosphere.

Excitement by itself isn’t very compelling.

Labels:

Comments

Post a Comment

Most Read This Week

How Can Criticism Actually Benefit Your Business?

For years, businesses have been told to avoid negative reviews at all costs. The common wisdom was that one negative review could undo the positive impact of dozens of glowing testimonials. However, recent research suggests that this might not be entirely true. In fact, a few negative reviews can actually be beneficial for your business. While it’s true that negative reviews can damage a business’s reputation, they can also provide valuable insights into customer experiences and areas for improvement. A study by the University of British Columbia found that negative reviews can actually be good for business. The study showed that low star ratings and negative comments from unsatisfied customers can have a significant impact on shoppers’ purchase decisions. Why Negative Reviews Can Be Helpful Authenticity: Consumers are becoming increasingly skeptical of businesses that only have positive reviews. A few negative reviews can make the positive ones seem more credible. Customer Insights: N...
Post a Comment
Read more

How to Craft Credible Predictions

The ability to make reliable and insightful predictions is a valuable skill in a world flooded with information. Whether you’re an analyst, a business leader, or simply someone who wants to understand the future, crafting credible predictions is essential. We can explore the key principles to guide you in creating forecasts that are not only informative but also impactful. Focus on Your Expertise: The foundation of a strong forecast lies in an in-depth understanding of your chosen domain. Avoid venturing into areas where you lack expertise. Instead, focus on your strengths and leverage your knowledge to generate predictions that are grounded in reality. Unravelling the Underlying Dynamics: A compelling forecast goes beyond simply stating what might happen. It delves into the “why” behind the prediction. Explain the causal relationships driving the phenomenon you’re forecasting. Use historical examples to illustrate your points and demonstrate how past events inform your current predict...
Post a Comment
Read more

Shining a Light on Unintended Consequences

In the fast-paced world of business and innovation, it's easy to get caught up in the excitement of new trends and practices. We're often focused on immediate benefits, overlooking the potential for unintended consequences.  But these hidden side effects can have significant impacts, both positive and negative. By analyzing trends and common practices, we can uncover these hidden implications and gain valuable insights. This ability to see beyond the surface is a hallmark of leadership. It demonstrates a keen understanding of complex systems and a willingness to question assumptions. Let's look at some real-world examples: New-customer campaigns:  A company might launch a campaign to attract a large number of new customers. While this can boost sales in the short term, it could also attract a customer base that the company is ill-equipped to serve, leading to dissatisfaction and churn. Social trend piggybacking:  Jumping on a popular social trend might seem like a good wa...
Post a Comment
Read more