Chapter 9

Exploring the Power of Recommendations

IN THIS CHAPTER

check Understanding recommendations

check Writing a good recommendation

check Requesting a recommendation

check Declining a recommendation or a request for one

check Managing your recommendations

Endorsements and testimonials have long been a mainstay of traditional marketing. But really, how much value is there in reading testimonials on someone’s own website, like the following:

Maria is a great divorce attorney — I’d definitely use her again.

ELIZABETH T. LONDON

or

Jack is a fine lobbyist — a man of impeccable character.

EMANUEL R. SEATTLE

Without knowing who these people are, anyone reading the testimonials tends to be highly skeptical about them. At the very least, the reader wants to know that they’re real people who have some degree of accountability for those endorsements.

The reader is looking for something called social validation. Basically, that’s just a fancy-shmancy term meaning that people feel better about their decision to conduct ...

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