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I tend to spot testimonials that have been written by the owner as they always include more details, and more praise than a customer's genuine testimonial would. Customers only ever talk about what they experienced, not all the other services that the business also provides. I spotted a "review" today of one of my competitors sites, and it just was naff, too heavy on all the other things that that the "customer" "belives that the site also provides".
These kind of testimonials tend to turn me off a bit, it definitely doesn't encourage trust.
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