Your Customers Say It Best
By Katie Earley, Copywriter
When I think about what motivates me to buy a product, it all comes down to word of mouth. Product A might have a catchy commercial, but if my mom swears that Product B is the best there is, then Product B wins. That’s why advertisers often use testimonials to create the “word of mouth” feeling. Here are some great examples of recent “word of mouth” advertising:
Ford started running a new campaign last week that consists of several spots with happy Ford customers sharing their Ford stories. Ford says these were scripted at all and “The comments are as real as the people who made them…In fact, these people didn’t know that it was Ford filming them, or that they would be used in commercials.”
The spots have a great casualness to them. As Becky says about her hybird, “…Man this thing hauls!” The customers are just showing you what they like best about their Fords as if they were showing their new car to a friend.
If testimonials aren’t your thing, you could always just ask your customers to make the ad for you, which is what Etsy recently did. (You didn’t have to have be a part of the Etsy community to participate, but most of the winners do.)
Last week Etsy announced the winner of its Handmade Moment video competition, which was essentially a competition to make a :15 or :30 Etsy spot. The finalists’ works were stunning and brilliant, something I largely contribute to their passion for the “client” and they’re a creative bunch of people. Who better to ask than the people who use your service for guidance on how to further promote your service? If they love the product, they’ll probably have fresh ideas on how to reach those who will love it as they do.
Here’s the winner:
But I have a special affection for this runner-up. I think it’s the idea of “Every time someone buys handmade, a robot gets its wings.” Awesome.
