Testimonials are tricky, because there’s always that doubt that it was cherry-picked or scripted or outright faked. We’ve moved into an age where people want verification, and the sample provides that – I don’t have to take someone else’s word for it ’cause I can try it myself without risk.

You are right that an inescapably authentic testimonial can do wonders, but those are very rare.

-Jeff

That works for Carlsberg because the humor woven into it is meant to communicate their personality rather than make a serious claim. The brand comes off as like-able. And that’s a good thing for a beer to be

- Jeff

Thanks Jeff.

That works for Carlsberg because the humor woven into it is meant to communicate their personality rather than make a serious claim. The brand comes off as like-able. And that’s a good thing for a beer to be

- Jeff

They are not saying that it is the best beer – htey just saying that they think it is…

I think you meant to comment on Bryan Eisenberg’s post on Yelp.

- Jeff

I’m surprised how many companies still use “corporate speak”, which to my mind is a way of saying lots of stuff without actually moving, persuading or getting anybody excited – an awesome skill if it weren’t so pointless!

Paul Hancox
The Optimal Persuader
“I help you be optimally persuasive.”

It’s very easy for all of us communicators to “Drink Our Own Bathwater” and become self-enamored with all of the jargon and hype we’ve applied to our message. Let’s don’t lose the message under all the spin.

Stripping the message down to the core is a good “gut check” on whether or not there is really anything to our message. Another approach I’ve used comes from the extensive business I do in Asia. When communicating to Chinese or Japanese customers, frequently anything other than very basic English gets lost in translation. Imagine you had to translate your Powerpoint or your Copy for a non-fluent, non-native speaker. Slang, Spin, Metaphors, Allegory — all strictly forbidden. If you boiled off all the extra fat, does your message still have any meat on the bone?

best,

@JeffreyJDavis
President & COO, AGY
http://www.agy.com

Branding

I’d add that things you say about yourself are LESS believable than when OTHERS say it about you! Thus the popularity of shopper reviews, etc.

Also, humans still motivated by avoiding pain or pursuing pleasure. The sweet guilty pleasure of something that might be enjoyable for free can pull the most apathetic shopper out of their sofa!

Great work!