Online buyers are skeptical. Plain and simple.
They’ve seen every sales tactic in the book. They know when a brand is pushing too hard. They can sniff out a fake testimonial from miles away.
This is why it’s harder than ever to build brand credibility.
But don’t sweat it. One easy trick still works on even the most skeptical buyers:
Actual words from happy customers.
This article covers how extracting customer quotes can help brands build trust faster, sell more and win over tough customers. Let’s go!
What’s Coming
- Why Online Buyers Are So Skeptical
- What Is Customer Quote Extraction?
- How Customer Quotes Build Brand Credibility
- The Best Places To Use Customer Quotes
- Common Customer Quote Mistakes To Avoid
Why Online Buyers Are So Skeptical
There was a time not too long ago where the internet felt like a friendly place to buy stuff.
Fast-forward to today and it sure doesn’t feel that way…
Online buyers are flooded with fake ads, paid promotions and bot-written reviews. It is no surprise trust is at an all-time low.
81% of consumers say they need to trust a brand before buying from them.
That is enormous. If you run a brand, that stat should stop you right there.
Trust means sales. No trust equals no sales.
It doesn’t stop there.
People now believe the worst about brands until they prove themselves. Shoppers hunt for three things when looking for trust signals:
- Evidence the brand has no problem being honest
- Validation that others have bought this thing and loved it
- Proof that an actual human wrote the reviews
Digging deeper? Yes. Buyers even avoid reviews that sound too perfect.
If a brand cannot establish these things early on, buyers simply lose interest and click away. Period.
The irony? A lot of the tools brands use to earn trust are damaging their chances if they aren’t careful. Fake sounding testimonials and AI-written customer praise are incredibly off-putting to buyers.
What Is Customer Quote Extraction?
Customer quote extraction is when you pull small but impactful lines from pieces of customer feedback.
Like a gold miner!
Instead of using bland star ratings or bloated testimonials, quote extraction digs into reviews to find the exact sentence that packs the biggest punch. Then those quotes can be used all over the site, ads and social media.
Customer quotes can come from literally anywhere, such as:
- Product reviews
- Support email or chat transcripts
- Video testimonials
- Customer comments on social media
- Survey answers
- Interviews with happy customers
The point is to mine for sentences customers already wrote about their love of the product. Using those words is more powerful than any marketing team could ever be.
Luckily you don’t have to dig for quotes the old fashion way. There are tools that use AI testimonial collection to scan customer feedback and pull the best quotes for you. Automatically.
How Customer Quotes Build Brand Credibility
Ok but why do customer quotes work so well?
Because…
Buyers trust other buyers.
72% of customers say user-generated testimonials and reviews are more credible than brands advertising their own products.
In other words, one authentic quote from a real person is worth way more than ten generic sounding brand slogans.
Quote extraction lets brands harness this power. It works for three simple reasons:
- It sounds authentic: Real customer testimonials sound like actual people lived them. Brand ads can’t replicate that voice.
- It uses specifics: Customers like to say why they hated something then how the product fixed it for them. That’s the type of proof buyers want.
- It holds no bars: A quote with a photo and name attached to it looks infinitely more real than some anonymous reviewer giving 5 stars.
One more thing…
Customer quotes do more than make your brand look good. They actually give people a reason to buy with you.
Where To Use Customer Quotes
Finding awesome quotes is only half the battle. You’ll want to use those quotes to strategically move buyers toward taking action.
Here are the places you should be adding customer quotes:
Product Pages
Add quotes near the “Add To Cart” button. Customers will see your quotes when they are READY to buy. One final quote can help them take the leap.
Landing Pages
Put customer quotes near the top of landing pages. When someone lands on your page, they need trust signals FAST. A quote reassures them other folks have bought and liked it.
Ads & Social Posts
Ads with quotes often outperform regular ads. Cut through the clutter with actual customers singing your praises.
Same rules apply for social media posts.
Email Marketing
Insert a customer quote halfway through your emails. It breaks up the text and looks like real proof (rather than your brand talking about itself).
Homepage Header Section
Add a quote to your homepage header. First impressions matter and a customer quote here can instill trust right away.
Common Customer Quote Mistakes To Avoid
Using customer quotes isn’t foolproof. Implement them the wrong way and you could hurt your chances of gaining trust.
Don’t make these customer quote mistakes:
- Over-editing the quote: Don’t tidy up the quote so much that it sounds like your brand saying it.
- Using generic quotes: Don’t use quotes that say “This product is great!” or “I love this!” Remove quotes that don’t mention specifics.
- Not showing who said it: Give the customer credit! Always show the name (and photo) of the person who left the quote.
- Adding too many quotes on one page: Less is more. You don’t need to add ten quotes to your about page. One or two will do.
Bringing It Together
You can’t fool skeptical buyers into buying from you.
The key to earning trust is by letting your customers do the talking.
Use customer quote extraction to:
- Build trust quickly with suspicious buyers
- Turn positive customer feedback into your next marketing asset
- Increase conversions without paying for more ads
- Stand out from brands making fake claims
Here’s the takeaway. Brands that dominate tomorrow will be the ones who embrace real feedback from real customers. Cut the fluff. Throw out the cheesy slogans.
Let your customers speak for themselves.
It’s easy. And in a world full of noise, hearing an honest testimonial from a happy customer is the strongest marketing weapon you have.