Here's the case in point. I just came back from the library and wanted to read a piece of interesting, mindless drivel. I had heard about the book but didn't know what it was about. The point is you can build your brand awareness by adding the credibility of third parties such as your customers' comments. But here's the key.
Comments sound simple.
People can jot a comment in a few seconds. All you need for them to do is write a sentence or two. In fact, you might have lots of comments from happy customers stored in your e-mails. Go back through your messages and ask people for permission to use their comments. I do this all the time.