How to Help Your Clients Write Great Testimonials, Part 1

Humans are herd animals. We care what other people think—and we care even more about what other people do (as many studies of conformity have shown).  As marketing psychologist Robert Cialdini explains in his groundbreaking book Influence: The Psychology of Persuasion, “We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to...

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