Noah Goldstein

Earlier, we described the importance of testimonials in trying to sway others’ opinions in your direction. The results of this experiment suggest that

the more similar the person giving the testimonial is to the new target audience, the more persuasive the message becomes

This means that in deciding which testimonials to show to a prospect, you need to take your ego out of the process. You should begin not with the testimonial you’re most proud of, but with the one whose circumstances are most