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Member experience

Social proof marketing opens accounts

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by: Joe Swatek

How do you know an item you plan to buy is worth the money you’re asked to spend? Probably, you read reviews written by people who purchased and used the item. If you’re like me, you’ve changed your mind — for good or bad — about a shiny new gizmo because of reviews.

When used by advertisers for promotions, favorable customer statements are calledtestimonials.

Testimonials are a powerful means to convince consumers about the value of a product or service. It’s called social proof. In the case of credit unions, testimonials from accountholders can recruit new members and open additional accounts.

Let’s use a recent print ad as an example of how to best use a testimonial for your various marketing projects.

While it’s not necessary within the testimonial, this speaker identifies himself as Paul. That helps generate a personal connection with the reader and projects Paul as an authentic person. The one-to-one bond is even stronger because of the intended audience. This ad appeared in the newspaper’sPrime Timesupplement, filled with articles for and about Boomers and retirees. Paul identifies himself as a retiree.

Jordan Rumsey