Testimonials are an incredibly powerful marketing tool for companies wise enough to harness them.
Testimonials are powerful because they generate immediate trust.
On the other hand, a testimonial offers a third-party endorsement. Helping to convince the prospect that your product or service will do what it claims to do and letting the prospect know others have made a positive purchase. Testimonials build trust by allowing the prospect to picture themselves as the customer. When they feel affinity or similarity to that satisfied customer, they are able to envision themselves or their organization in that position as well as the success they may enjoy as a result of buying your product or service. Oddly enough, surveys have also found that product ads are read 10 times as much by people who have already purchased that product.