In business, we’ve long utilized customer testimonials to help us attract new prospects. Typically, we’ve done it in text form but how convincing is that? Anybody could have written or edited them. And text does little to convey emotion and enthusiasm.
Even so, we rely on written customer testimonials because we know that what others say about us is more credible than what we say about ourselves. More than 75% of people trust what they hear about us from their peers. According to the 2013 Edelman Trust Barometer, just 17% “trust a great deal” what we say about ourselves.