Chapter 9
Exploring the Power of Recommendations
IN THIS CHAPTER
Understanding recommendations
Writing a good recommendation
Requesting a recommendation
Declining a recommendation or a request for one
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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