What Is a Testimonial?

Definition of testimonial

A testimonial is a statement about the character or qualities of someone or something. It can also refer to a written declaration that certifies the value of a thing or a person’s qualifications or character.

Moreover, a testimonial can be seen as a letter of recommendation; something is given or done as an expression of gratitude or appreciation. The origin of the word testimonial is “testimony” and it was first used in the 15th century.

The word “testimony” referred to a piece of evidence/proof or demonstration of some facts. In advertising, a testimonial consists of someone’s written or spoken statement about the virtue of a product or service.

The word “testimonial” usually applies to the sales-pitches done by common citizens/customers, while the word “endorsement” refers to pitches by celebrities or various influencers.

The purpose of testimonials

Testimonials from customers have been efficiently used in marketing since the beginnings of marketing. Past or current customers can create a “word of mouth” testimonial, that will be used by businesses to promote their products or services.

However, testimonials are effective only when people believe they are true. Otherwise, the effect is quite the opposite.

The real challenge is to make the audience believe that the testimonials are offered by real people, not invented by the business itself.

Nevertheless, many marketing specialists consider testimonials one of the most effective methods of marketing, especially for small or medium-sized businesses. Here are some examples of testimonials:

The internet is now full of testimonials. People look up to websites like Yelp! or TripAdvisor for testimonials or reviews about a particular business. Instagram also has been used in distributing testimonials about products and places. This is possible thanks to the tagging feature that directly links to the brand or the location where the picture was taken.