"Oh my God, the Butter is So Soft!" -- The Power of Testimonials
I recently came across this article about home energy audits in Canada, and one little line just jumped right off the page:
"Now the walls are fine and, oh my God, the butter is so soft..."
This was spoken by Gini Funnell, a Canadian homeowner who was amazed at the results of an energy retrofit of her 42-year-old home in Manotick, a suburb of Ottawa.
The anecdote is illustrative of the power of testimonials in general, in my humble opinion. Soft butter certainly isn't one of the first things people think about when they think of home energy efficiency upgrades, and probably wouldn't convince a homeowner to invest in home performance improvements by itself.
But it's often the little things that customers notice after they're home has been upgraded that make them really happy about their investment, and highlighting these little things can be a very powerful sales tool.
Soft butter, of course, is only one of the many fringe benefits that home performance upgrades afford. In addition to the comfort, energy savings, environmental, health and building durability benefits, we can often add fewer pests, a quieter indoor environment, fewer cobwebs -- the list goes on. In fact, the benefits of home performance upgrades are so myriad that it seems like many of them would have to be identified by a third party (who among us would have ever thought to list "soft butter" as a benefit of home performance services? Not I.) Testimonials on your website are a great way to communicate these benefits, straight from a happy homeowner.
For more info on how reviews and testimonials can help out your business online (and how to go about acquiring them), check out these posts:
- Reviews, Trust, and the New Reality of Internet Marketing
- 8 Easy Content Creation Ideas for Home Performance Pros
- How to Deal with Negative Reviews
- How to Get Google Reviews for your Home Performance Business
Any customer reviews that have had a particularly influential impact on your business, or highlighted an aspect of your work that you don't typically focus on? We'd love to hear about them in the comments.