You’ve heard the expression, “It’s not rocket science”, but when it comes to advertising is science a good thing or a bad thing?
The word “Science” comes from the Latin word “Scientia” which means knowledge.
If advertising was a science, you then would need to assume that you could sell your products or services by simply explaining the facts, figures, and specific evidence as to why your product or service was a better choice than your competitors’.
The truth is, nearly all purchasing decisions are made based on emotion, not logic or science. Note: Although few, there are exceptions to this rule.
In the 1980s, Apple’s advertising tried to persuade IT execs and big companies to switch to Macs by promoting and selling with facts and studies that proved the Mac was easier and less expensive to support. They failed.
Apple turned the corner when they began to use the stories and testimonials from passionate IT “customers-turned-evangelists” to tell their stories of why they had switched to Apple.
Humans are funny creatures. Our purchasing decisions are largely based on emotion and only rationalized with knowledge. Stubborn consumers who have preconceived notions about you or your competitors will ignore facts that are counter to their heartfelt beliefs and will seek facts that support their beliefs to justify their purchases.
Having one human tell others about the emotional experience of a certain product or company is far more powerful than stating facts! Humans respond positively to stories or testimonials from their peers who once felt the same as they do.
Changing human minds is never an easy task. Over time, with a series of true and relevant testimonials from real customers, the perceptions non-customers have about your business can change, turning skeptics into loyal followers and even evangelists.
To receive the 14 Step Guide to Testimonial Advertising, click here and start converting non-believers into customers for your business.