Testimonials are a great benefits communications technique. There’s nothing like a good story, especially when it’s told by “people like me.” After all, research has repeatedly shown that people are most influenced by their peers. But have you ever tried combining a testimonial with humor?
A recent article entitled, “High-deductible plans pit health against wallet,” caught our attention. The Viginian-Pilot writer, Elizabeth Simpson, takes a very down-to-earth, humorous perspective of her new health plan while providing some great tips. She speaks honestly about the eye-opening experience of receiving an almost $200 bill for a doctor’s visit as opposed to her previous $20 copay. As she put it, “It sent my mind reeling for better options.” She tries calling her plan administrator but gets frustrated with the phone tree, then tries to log on, but gets frustrated trying to set up her account. Finally she goes back to the email from HR announcing the new plan. She realizes the “euphemistically” entitled consumer driven plan expects employees to make financial decisions about their health care. Her response, “Wait, I don’t wanna drive! Let’s go back to the old days! Take the wheel, I beg of you!” However, after doing some research, Elizabeth starts to understand ways she can save money. She even considers taking advantage of the online doctor visits provided by her plan.
We really liked the article because it was so honest and entertaining but also informative. The next time you do testimonials, let your employees do the speaking. Don’t just use a couple of quotes and then fill in the rest of the text with your corporate perspective. Don’t be afraid to address the negatives and if possible, let your employees’ humor shine through. It will make the testimonials more engaging and spur readers to pass them along to others.
