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Borrow Amazon's Strategy to
Build More Credibility
Amazon is probably the
number one e-commerce site in the world and here is a little strategy that
they use that you could use which could help you build a little bit more
credibility; Using the term "reviews" and not "testimonials".
We have always been told
that we need to get testimonials and then we put testimonials up on our
website. If you got to Amazon.com and look at a product it will say "click
here to see the reviews." The reason why that is the term reviews is more
volunteered but a testimonial is something you have acquired. It sounds like
you have procured it versus reviews that are freely given. It is just
terminology but it can help. If you don't have testimonials on your site,
you need to but we are going to call them reviews now.
Why is this important?
The book by Robert
Cialdini, The Psychology Influence of Persuasion, he talks about the
six weapons of influence. Weapon of influence number 5 is liking;
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People are easily persuaded by other people that they like
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Cialdini cites the marketing of Tupperware works because you
see other people that you know and like using the same stuff. That is what
we have been talking about on viral marketing because it is getting passed
on.
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You really see this on Amazon - If you want to buy something
once you find one or two people that seem similar to you then you take that
person's word for it and hope they did their homework. We always get
referrals and recommendations when we want things. When we can't do it
personally when people are online we go to the reviews.
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People were more likely to buy if they liked the person
selling it to them.
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Some of the many biases favoring more attractive people are
discussed.
This is what you have to
do...
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Actively collect Testimonials. Collect them as testimonials
and put them out as reviews.
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Get permission to use the person's full name and city. That
carries a lot more clout than the person's initials because people may think
that they were made up. If it is a real person name all the better (the more
information the better).
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Create a "Reviews" page on your website. Every time you get a
new one, add it to there.
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Ask your biggest fans to also add a review to your Local
Business Centre (Google Maps) listing. One way to get to the top is to add
continuously to your Local business Centre. I have a tutorial on the website
about that.
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Warning: We may be pushing the boundaries here, but you could
have your staff write reviews on why they love working at the funeral home.
Borrow Amazon's strategy
of building credibility in your online community and you will see results
for your time.
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Robin Heppell, CFSP, combines his expertise in technology and pre-need,
his formal business knowledge and his deep-rooted legacy in the funeral
profession so that he can help funeral homes and cemeteries be more
competitive, more profitable, and provide the best possible service for
the families they serve. For more information on Funeral Futurist
Websites >>> Visit
http://www.FuneralFuturistWebsites.com
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