You’ve probably heard that people make buying decisions based on emotions, then rationalize these decisions to themselves. fMRI neuro-imagery studies clearly indicate that. But did you know that the human brain identifies making purchases with physical pain?

A study by Carnegie Mellon, Stanford and MIT found that when people are about to make a purchase, a part of their brain lights up in brain scans – the same part that lights up when we experience physical pain.

No wonder 82% of Americans seek recommendations from people they trust when considering a purchase. They want to minimize the pain.

As a business owner, it’s your job to be proactive and help them do that by providing reliable sources of information in your customer marketing.

Ask Current and Past Customers to Refer You to their Network

Clearly, the best source to recommend your business is people your prospective customers already trust. Creating “bring a friend” or “family plan” programs in your business, where everyone gets a better deal if they all buy from your business, is the best way to get hot referrals.

But how do you ease the pain of prospects that don’t know any of your customers?

That’s why customer marketing was invented.

How Customer Marketing Helps You Grow Your Business

Everyone who sees your marketing materials know you have an agenda – you want to sell your services or products. While that’s absolutely legit, your own words are never as trustworthy as your customers’.

Customer marketing is all about your customers’ words. Specifically, it’s about satisfied customers and their praise for your business.

You’d think that adding these words to your marketing materials would bring up suspicion, but almost 90% of marketers say that customer testimonials and case studies are their most effective marketing strategies.

Of course, if you want to increase your mobile client acquisition by using customer marketing, you have to do it right.

How to Include Trustworthy Testimonials on Your Site

The biggest mistakes businesses make is posting testimonial-like quotes from the business owners or one of the employees. Don’t do that. Team words belong on the “about” or “team bios” page. Testimonials are what your customers have to say about your business.

For testimonials to be trustworthy, include the customer’s full name. If you can’t do that, consider adding location, age, profession, or anything else that could help the testimonial build trust. Whenever possible, add a photo of the customer.

Additionally, make sure the testimonials are as specific as possible. “You’re great” doesn’t give prospects enough information on the customer’s situation, which makes it challenging for her to relate to it.

How to Include Trustworthy Case Studies on Your Site

Specificity becomes even more important when it comes to case studies. Case studies are the stories of your customers – the problems they faced, how your business helped them overcome it, and what life or business looks like now, thanks to you.

To ensure trust, once again, remember to include the customer’s full name – plus their business’ name when applicable – and some photos. Don’t shy away from talking about the concerns customers had. That won’t only make the case study more authentic, but it will also help prospects relate to the story emotionally, because it’s likely they experience the same or similar concerns.

As a result, prospects’ pain levels will decrease, because by the time they reach the happy ending, they’ll trust your featured customer and, vicariously, they’ll trust your business to get them to a happy ending, too.