Before making an online purchase, most people tend to look at the reviews first. As they can’t touch the product that they’re looking to buy and are not entirely familiar with the business, they are taking a risk by making the purchase. However, having good testimonials from others that have made the same purchase is a great way for customers to ensure themselves that the risk they’re taking is not too big, and then they can also get a good idea of what to expect from the product and the business in general.

Testimonials are a very handy marketing tool that, when used effectively, can easily boost the marketing efforts of a business. Because, there’s a big difference between a business promoting its products or services, sharing all the ways that their products are different or better from the rest of the competitors, and someone else that’s been using the same product or service talking positively – or negatively about the same thing.

Additionally, when there’s a big number of people that positively talk about a service, a product, or just a business in general, other consumers will start trusting that service, product or business a lot more, and then, be more inclined to make a purchase of their own.
Benefits of Testimonials and Reviews
There are several key benefits when a business decides to use positive reviews. One of them is that consumers are far more likely to emotionally connect with a review that they can relate with. Another is the fact that storytelling in testimonials come naturally – in fact, that’s practically what testimonials are about.

Reviews are shared by real people, who are telling their own stories about how a certain product or service helped them solve a problem, so customers can easily relate to those stories. Additionally, storytelling can impact the human brain by making it easier for readers to remember the story, and the product itself.

Furthermore, showing testimonials of a business’s products or services is a great way to build brand awareness. Because of the aforementioned benefits, whenever a reader comes across a review of a product, even if they don’t convert to a consumer, they are still going to remember the story, as well as the brand. Then, over time, when they see more people talking about the same brand, it will lead to an improvement in the brand’s image.
How to Use Reviews and Testimonials

While there isn’t one single best way that a business can use the testimonials or reviews within the marketing strategy, there are several ways that you can make them work. One of them is by placing them on the website’s landing page, as a way to build trust with consumers and giving potential buyers a reason to convert.

Another way is to add a testimonial page to the website, as a way to impress any website visitors. These pages can answer a lot of consumer questions and are a great way to build trust with them. Reviews can also be used within the email marketing strategy, as a way to boost sales, or, on social media, to engage with the audience.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.