Testimonials: Barack Obama or Joe the Plumber?

Most marketers know testimonials are a powerful sales tool. But not all testimonials are created equal.

What is the best kind of testimonial to generate new sales, to produce extra profits for your business? Is it best to have the President of the United States endorse your product? Or is it better to have a no-name from down the street say the same nice things?

Steve Martin, co-author of “Yes: 50 Scientifically Proven Ways to Be Persuasive,” says new research shows that while a testimonial from the President might be great at drawing attention and attracting new people to your business, it will be people most like the new customers you are trying to attract who turn that attention into real business and profits for you.

“We tend to follow the lead of others like ourselves,” says Martin, who appeared on the Nov. 9 episode of “Your Business” on MSNBC. “The most effective testimonial comes from someone similar to the new customer you are trying to attract.”

Martin says that while an endorsement from the President might be impressive — say you did a great plumbing job in the White House — if you’re looking to sell your plumbing services to a local builder, he’s going to want to see testimonials from other builders like himself. He might be impressed with the President’s testimonial, says Martin, but he won’t be motivated to move in your direction until he sees evidence that other local builders feel the same way.

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