For as long as I can remember I have been highly cynical of Testimonials posted on websites …. in fact the more a business has, the more cynical I become. Generally they either feel like they have been written by someone like me for a client or written by a real customer struggling to not speak in marketing babble.
As such I have avoided where possible using Testimonials for my clients unless I can find ways to add credibility – inclusion of a real picture for example. And more recently I have dropped the term Testimonial and adopted the term Memories … a much softer and, in my opinion, a more genuine sounding description.
Of course the memories are always good ones.
In line with this concept we have recently developed a new Campaign for our client Property Asset Planning. For some time we have used the website address FindOutTheFactsNow.com as a slogan across all of our campaigns to imply that unlike our competition we deal only in the Facts.
But in an investment business that talks about reducing tax and increasing wealth it is not possible to substantiate some of the facts in a manner that is acceptable to CAD – Commercials Advice service which provides classification and information services to advertisers, agencies and production houses in relation to television commercials and infomercials and effectively governs what Free-to-Air TV stations will run.
As such we decided it was best to use the memories of our clients to tell the real facts that we wanted to convey to the general public in a series of Television Commercials to air on Network 10 over the next few months. Continue reading Forget Testimonials – Think Memories