Endorsements from real users always work best

by Lynnette Nolan | Sep 22, 2008

As most of you already know, Carbonite does a lot of radio advertising. The theory behind our advertising is simple: we know from our surveys that about 98% of our users say that they would "recommend Carbonite to friends and family," so people love the product. It's just a matter of getting people to try it. But most people have never heard of Carbonite. So the challenge for us as a business has been to let people know what we do, and to hear it from someone they trust. Talk shows work well because listeners tend to trust the host — if they didn't they probably wouldn't be listeners. Some ads work better than others, but one thing that always seems to work is when real Carbonite users write in and tell their own personal stories of how Carbonite helped them out.

The attached clip from one of Rush Limbaugh's listeners does a really great job of explaining the value proposition of online backup. Whether the host is Rush Limbaugh, Howard Stern, or Jimmy Kimmel, the stories of real users are the best endorsements that a company could get — more powerful than us saying it, or even the host.

Rush reads letter from listener.mp3 (1.87 mb)

Dave
CEO, Carbonite