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Using testimonials in advertising has long been a tried and true device for creating a relatable and personal message. Hearing a story from the perspective of someone who’s ‘been there’ can be very effective, whether it’s relaying a positive customer service experience, touting how wonderful a product is, or telling a personal story about a company’s merits. If you can bring that true emotion to life you can effectively connect with your audience. However, if you miss the mark, the results can be most uninspiring. In fact, there’s nothing worse than a phony sounding testimonial commercial. (more…)