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How You Can Use Video Testimonials to Create Social Proof Online

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Dr. Robert Cialdini explains why customers will leave a Google Review or a video testimonial

December 1, 2020 | Video Testimonials on Websites

The 2nd of Dr. Cialdini’s 6 ‘Weapons of Influence’, the Consistency Rule, states that people have a ‘nearly obsessive desire’ to appear consistent with earlier decisions they have made.

According to Dr. Cialdini… “Once we have made a choice, we will encounter personal and interpersonal pressures to behave consistent with that commitment.”

How does this relate to Google Reviews or video testimonial reviews?

You are asking your EXISTING customer for a review of their experience with you.

They have ALREADY chosen to do business with you and, in their mind, you are THEIR doctor, plumber, hairdresser or whatever your business is.

When you ask them for a review, they WANT to give you the review because that is CONSISTENT with their earlier decision to choose you.

What Dr. Cialdini is describing is innate within each of your customers, you don’t have to DO anything other than ask – your customer is already primed to give you what you are asking for.

Read “Why would a customer give you a Google Review?”

Assuming you have done all the basic, transactional elements of the business exchange properly then The Consistency Rule predicts that your customer is MORE LIKELY THAN NOT to say ‘Yes!’ to your request for a Google Reviews or video testimonial.

Read “What makes a good video testimonial”

The ‘basic, transactional elements’ include giving them a GREAT customer experience; check out this blogpost on the 3 simple steps you need to take to gather a review – here they are:

  1. Create a Remarkable Customer Experience
  2. Listen to and Prompt Your Customer to Give You a Testimonial
  3. Use Technology to Increase the Reach of Your Testimonial

You’ll also want to practice asking for the Google Review.

Here are 3 ways to ask for the video testimonial:

  1. As You Ask for a Testimonial, Offer a Compliment
  2. Highlight the Giver’s Expertise in the Testimonial
  3. Offer Testimonial Prompts to your Customers

For more detail on that last bullet point, click though to the full blogpost.

Gather more Google & video reviews with new app

Promote your business online using the faces, the voices and the words of your BEST customers speaking directly to NEW customers in online video.

Use the WOW Promoter app to collect customer testimonials and Google Reviews from your point-of-sale.

See why customers will GIVE you a Google  Review 

Set up your account by emailing

The app is free – go download at Apple App Store or the Google Play store.

Click the image to download the app to your mobile device:

WOW App download banner
WOW Mobile App Download link to Google Play and Apple iStore