Testimonials Are Powerful Things | TravelResearchOnline

Testimonials Are Powerful Things

Recently I found myself flipping through the restaurant review section of my local newspaper and spotted a restaurant I thought I would like to try out for an upcoming future event.

I had heard a few good things from friends and felt comfortable in a decision to make a reservation for that special night. I began reading the review thinking that it was only going to reinforce my decision. I was wrong… very, very wrong.

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The paper flipped my thinking 180 degrees. I’m not saying that the review itself was right or wrong; all I am saying is that it changed my mind.

So what happened? There was more than one negative reference in the paper regarding the maître’d, the food, and the table service.  This was enough for me to reconsider even though the food critic apparently loved the location.

For years, we have heard that negative news travels a lot faster and a lot farther than good news. And here, in black and white, that theory was in evidence.

Based on this single review, a betting person would likely choose to avoid this place. Granted, the negative review may not be fair, justified or even accurate to any degree whatsoever. The writer may have had a personal bone to pick. But the fact remains that I did read it; and it did influence my eventual decision. I decided to think twice before investing a bunch of money on an important event at an unknown eating establishment. Sorry, that is how it works!

Are you hearing me?

You can’t afford negative input to affect your future.  You need good words. Good reviews. Good feedback. Good vibes. You need to seek them out and pass them on. If you send 50 people a year on a trip my calculations suggest you have close to 50 good reviews worth earning, and then documenting. Go get them! Then pass them on.

Rest assured, any bad news or bad opinions can and will be shared. Chances are they will be listened to and when that happens, it will damage your reputation.

Both good or bad, testimonials are powerful things. Work diligently to make sure yours are “good ones.”


Mike Marchev is the author of the sales book titled Become The Exception and is a popular speaker at industry events. You can receive a complimentary copy of his Special Report titled “Your 12-Word Marketing Plan.” Email Mike and put the number “12” in the subject box. Also, ask about his 3rd Annual Training Cruise coming in November. Mike@MikeMarchev.com.

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