How do you build support for your project, business or campaign?
There are a lot of tools at your disposal, but one of the most effective tools is garnering support via third-party testimonials.
Third-party voices reinforce your own messaging and they build credibility for your project.
The most powerful persuader in the marketplace, apart from a customer’s own experience, is the opinion of someone they trust, according to Cutting Edge PR.
Authentic testimonials can be produced in both traditional and non-traditional ways: from letters to the editor and op-eds in local newspapers to short videos that can be posted on social media sites such as YouTube, Facebook and Twitter.
Consider the following research:
- 90 percent of consumers trust peer recommendations over traditional marketing efforts;
- 81 percent of customers reach out to friends and family members on social networking sites for advice before purchasing products;
- 59 percent of consumers say user-generated product reviews have a significant impact on their buying behavior.
These trends are just as important when trying to rally support for a community project or a political campaign.
People trust authentic, independent voices.
A campaign sign placed by the side of the road is one thing, but a campaign sign on a person’s lawn reinforces the candidate’s support in the community.
Advocacy works best when it’s delivered by people outside your project team. I have been helping a variety of clients find and recruit third-party endorsers for more than a decade.
Third-party voices are an effective tool with proven results.
I invite you to contact me to discuss how I can put my years of experience in building community support to work for you.
Randy Seaver is a former newspaper reporter and editor. He also has more than a decade of experience as a strategic communications consultant, helping a wide range of clients overcome challenges in the court of public opinion. Learn More