Testimonials in Print Marketing: Do They Still Work or Are They a Relic of the Past?

The Power of Praise or Just Another Marketing Gimmick?

Imagine you’re flipping through a glossy magazine, and there it is—a full-page ad featuring a beaming customer raving about a product. “This changed my life!” they say. You pause. Do you trust them? Or do you roll your eyes, thinking, Ah, another marketing trick?

In an era where digital marketing dominates, print advertising might feel like an aging rock star trying to reclaim its glory days. But here’s the twist: testimonials in print marketing are not only surviving but still thriving. Why? Because human psychology hasn’t changed—we still crave social proof, even in tangible, ink-on-paper form.

So, do testimonials in print still hold persuasive power, or are they just taking up space? Let’s dive in.

The Psychology Behind Testimonials: Why We Trust Strangers’ Opinions

Social Proof: The Invisible Force Driving Decisions

We might like to think of ourselves as independent thinkers, but science suggests otherwise. The concept of social proof—coined by psychologist Robert Cialdini—explains that people tend to follow the actions of others, especially when they’re uncertain.

For example, when you see a line outside a restaurant, your brain automatically assumes, That place must be good! Testimonials function the same way. They tell potential buyers, Others have tried this and loved it. Maybe I will too.

Why Testimonials in Print Carry More Weight

Unlike digital ads, which people scroll past in seconds, print materials are physical and demand more attention. According to a study by the Canada Post, print ads require 21% less cognitive effort to process than digital ads, making them easier to remember. Testimonials in print are:

• Credible: They feel more permanent and thought-out than a fleeting online review.
• Less Distracting: No pop-ups, autoplay videos, or endless notifications.
• More Engaging: People spend more time reading print than digital ads, increasing the impact of the testimonial.

If testimonials work because we trust others, then in print marketing, they have an unfair advantage—because we take them more seriously.

Data Speaks: Do Testimonials in Print Still Influence Buyers?

The Numbers Don’t Lie

While digital marketing might seem to have taken over, print marketing still delivers impressive results:

• 82% of consumers trust print ads over digital ads (MarketingSherpa).
• 77% of people recall a print ad more than a digital ad (Neuroscience Research by Temple University).
• 70% of consumers say direct mail feels more personal than online interactions (USPS Study).

But what about testimonials specifically? Studies suggest that customer endorsements increase conversions by up to 34% (BigCommerce).

Real-World Example: How Testimonials in Print Drive Action

Take L.L.Bean’s catalog, for instance. It includes handwritten-style customer testimonials alongside product descriptions. Instead of sounding like an ad, it reads like a trusted friend recommending gear.

The result? A 10% increase in sales from catalogs featuring customer testimonials. That’s proof that testimonials in print aren’t just fluff—they drive revenue.

The Art of Crafting Powerful Testimonials in Print

Keep It Authentic: No “Too Good to Be True” Claims

A testimonial that says, “This is the best product ever made in human history!” is about as believable as a unicorn sighting. Consumers can spot exaggeration a mile away. Instead, go for specific and realistic endorsements.

Example: “I’ve been using this backpack for three years, and it’s survived everything—from city commutes to rugged hikes. It’s worth every penny.”

Use Real Names & Photos

Testimonials become more trustworthy when attached to a real person (not just “J.S. from Ohio”). Adding a headshot or occupation details increases credibility.

Example:
“As a wedding photographer, I rely on my camera bag daily. This is the only one that has lasted me 5+ years!” – Lisa M., Professional Photographer

Highlight Specific Benefits, Not Just Praise

A vague “I love this!” doesn’t do much. Instead, strong testimonials focus on tangible benefits.

Example:
“Before switching to this ergonomic chair, I had back pain after long workdays. Now, I sit comfortably for hours and feel the difference.”

Leverage Storytelling

People connect with stories, not just statements. If possible, structure testimonials as mini success stories.

Example:
“I was skeptical about this skincare product. But after just three weeks, my skin looked brighter and smoother. My friends started noticing too. Now, I won’t go a day without it!”

Best Print Marketing Channels for Testimonials

Where do testimonials work best in print? Here are some of the most effective places:

1. Magazines & Newspapers – A strategically placed testimonial alongside an ad builds trust instantly.
2. Brochures & Flyers – A glowing customer review can be the push that turns a lead into a sale.
3. Product Packaging – Ever noticed those “9 out of 10 dentists recommend” claims? That’s print testimonial power at work.
4. Direct Mail & Catalogs – Personalized mail featuring customer success stories boosts engagement.
5. Point-of-Sale Displays – A compelling testimonial on a display can influence impulse purchases.

FAQs

The Verdict on Testimonials in Print Marketing

So, do testimonials in print marketing still work? The answer is a resounding YES. They tap into the fundamental need for social proof, they’re easier to trust than digital ads, and they still drive real business results.

While the marketing world shifts to digital, print remains a powerful, tangible, and credible medium. And testimonials? They’re the secret ingredient that makes it all work.

So, next time you see a glowing customer review in a magazine, don’t be so quick to dismiss it. It just might be the reason you make your next purchase.