How to Make Customer Testimonials Work Harder

by Dean Rieck

People expect you to say wonderful things about your own product, service, or cause. But when they hear other people saying wonderful things, they really start believing you. Customer testimonials support your claims and build confidence.

Another benefit of testimonials is that they engage the "bandwagon" effect. All of us look to others to help us decide how to act, to guide our behavior, and to determine whether something is right or wrong. The more people doing it, the more correct it seems.

So here are some tips on getting the most from testimonials:

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