I was in the mood for an indulgent afternoon at the movies, and I did my homework. I carefully read all the reviews on the movie web sites. I watched trailer after trailer. After a lot of agonizing, I finally picked a flick. But just as I was about to head out, I happened to talk to a friend who told me I had chosen a lackluster flick, so at the last minute I chose another movie. His comment was just a casual remark, but it still carried huge weight for me.
When I changed movies, I chose to ignore the collective wisdom of thousands of people who had rated the other flick online. I disregarded my own intuition after watching several trailers about the movie. Why? Because deep in my heart, I know that advertising lies. The honest review of one face-to-face person held more sway than the entire multi-million dollar marketing machine for this movie.
This is advertising’s biggest problem. We are so accustomed to exaggerated product claims and transparent puffery that we view any ad with our guard up. The ad industry knows this and has come up with a clever way to break down our defenses – the unbiased observer testimonial. This creative technique mimics the real-world experience of the unbiased recommendation from a friend.
We know these are ads, but we just can’t help ourselves. The ads present real people who appear to have no vested interest in the product and asks them for an off-the-cuff honest opinion. Despite the fact that we know these are ads with a clear agenda, the claims just seem more believable when they come from these seemingly dispassionate observers. This is why the man-on-the-street testimonial has been one of advertising’s most used tools for decades.
The real power of these ads is that many of them openly acknowledge the customer’s worst feelings about the product category. This is a powerful tool for product categories with PR problems, things such as cell phones or health insurance. There is a strikingly honorable tone to these ads. Real people are used as the voice of doubt, but are then brought to see the light by the end of the commercial. Man-on-the-street testimonials tend to follow one of four strategies:
The Product Sample
Honest people give off-the-cuff reactions to the product and are surprised by how much they enjoy it. This ad shows customers re-thinking their prejudices against prunes.
This technique works best for new products, like this ad for a new cracker. It also works great for upstart products that need a second chance to win public favor, and mature products hoping to re-invigorate themselves. This ad for the United Methodist Church shows a contemporary faith that has left tired dogma behind.
The Problem-Solution Paradigm
Real people are used to give voice to a problem, then a spokesman swoops in to solve that problem. This Vonage ad shows people upset with the price of their phone bill. The advertiser uses these real people to foster a feeling of identification, “Yeah, I hate when that happens too.” Then, the product is there to save the day.
Use this vehicle for products that provide a clear consumer benefit that is different from competitors. You won’t stand out if you’re solving a problem that every product in the category can remedy. You will simply prove you’re like the rest of the herd. This is a technique for demonstrating differentiating features.
The Doubt-Affirmation Paradigm
These commercials begin with real people on camera boldly criticizing the company or the entire product category. This ad voices the worst criticisms about the oil industry. This drug company ad starts out with stinging criticism of healthcare. This technique works best for products that have public opinion problems such as politicians, car dealers, and lawyers.
Just like the problem-solution paradigm, the ad is giving voice to the customer’s skepticism, but by openly acknowledging this doubt, it takes the sting out of it. It shows the customer they have been heard. It acknowledges that the company understands their point of view and that it is taking a stand to be a leader to improve the product category. It positions the company as an innovating leader.
Most ads don’t start with an honest inventory of the bad things about a product and this catches the customer’s attention. It establishes a premise of a straight-talking discussion instead of a self-absorbed product pitch. By acknowledging flaws, the subsequent product pitch gains credibility.
The Impartial Comparison
Real people are given a blind test and asked to pick their favorite. The Pepsi Challenge campaign is probably the most successful example of this technique. It worked so well that it lead Coke to introduce the ill-fated New Coke.
This Clorox commercial uses testimonial to add authenticity to its product claims. This Kid Essentials drink ad shows real kids choosing their favorite in a blind taste test. The honesty of little children breaks down our defenses. I am sure that some of the kids chose the competitor’s brand and know they would never show that clip in the commercial. Still, I believe these kids more than I believe a slick Madison Avenue pitchman. Real kids have created the illusion of trustworthiness and frankness.
Use this technique when comparing features between brands, or when rolling out new features. This is a great tactic when an upstart brand is taking on the big dog brand.
Real or Actor?
You will notice that all of these man-on-the-street ads are faced with the dilemma of choosing between real people and actors posing as real people. You may recognize the Daily Show’s Aasif Mandvi in this ad for General Mills cereals. The people in the ad seem plausible, but are they just a little too good? This testimonial ad for a local TV station weatherman uses real people to give it authenticity, but you leave the ad with a feeling that the interviewer has fed the person the lines. It’s authentic, but is it also amateurish?
The perfect solution is to find real people who have a modicum of on-air presence, or to find actors who are so good they appear to be unrehearsed. Your chances of success for either approach are heavily reliant on proper pre-production. If you plan to use real people, you must shoot a lot of them and not rush the process. Give them time to get accustomed to the lights and cameras.
If you plan to use actors, then provide them with an ultimately natural script where the words falling out of their mouth stay far away from traditional ad copy. Most actors can pull it off, but you must set them up for success with a shoot style, locations, and words that are plausible. Man-on-the-street ads continually struggle to find this balance between a product agenda and genuine spontaneity.
This is part three on best tactics for using testimonial advertising. Read part one and part two.
Next time: best practices for letting your customers tell your story with testimonial ads.
–Graeme Newell works for 602 Communications as a brand consultant and brand trainer. He specializes in brand building using emotional marketing. He guarantees that his marketing seminar will immediately increase audience or his workshop is free. Find out more here. Read more of Graeme’s articles on his blog.
