Testimonials are one of the most powerful marketing tools you can use to grow your business. Why? Because, as Dr. Robert Cialdini put it in his book, Influence: The Psychology of Persuasion, “People will do things that they see other people are doing.” Think about it: which do you trust more, the customer reviews on Amazon.com, or the manufacturer’s description of the product? That’s the power of social proof in action.
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