There is a trend that you may have noticed growing more and more in marketing, where companies are featuring real people and employees in ads promoting products. It is worth taking a notice, as a recent IBR survey indicates that buyers are responding. It showed that 69% of end consumers were more likely to buy a product or have a positive impression of the brand after watching, compared to only 21% after watching similar traditional ads.

There are some heavy hitters that are testing this move besides the well known Microsoft Windows 7 campaign that uses real consumers saying “Windows 7 Was My Idea”. This includes tech powerhouses Intel and IBM, Best Buy, pizza giant Domino’s, who has not always had luck with media and employees, and conglomerate GE. All who have used actual team members, and in many cases actual customers, to evangelize their products and tell a compelling story in major advertising campaigns.

Since this marketing tactic seems to be gaining momentum, and receiving positive response, the question becomes how can your business get in on the action.

There are 2 sides of this, first in house evangelists that believe in their company, brand, product or service. Second is the powerful voice of customers or clients within the online community. Social media greatly enhances your customers ability to talk about your products and company online. Besides popular social media sites like facebook and twitter there are countless forums, and product review sites to talk about buyer experiences, both consumer and B2B. This can work either to your advantage or disadvantage.

What you want to be able to do is take control of the conversation by being the one to start it, or at least point it in the direction you desire.

Here is how:

Know what makes your company special and why you are the only solution to your customers needs? This is a great way to spread the word so that others can find out too.