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Using customer testimonials in your advertising, marketing materials and on your website is a common practice.
If your customers are saying great things about your business, then why not publicize those positive testimonials for the world to see?
Not so fast: There are two main problems with customer testimonials--overuse and legitimacy.
Furthermore, prospective customers don't always trust the truthfulness of testimonials.
Prospective customers need to believe the testimonials you provide are real.