Many successful businesses survive on testimonials. Buyers don’t want to be guinea pigs by trying something out on themselves for the first time. They want to see someone who has walked on the path they are about to choose. To gather that trust, businesses ask us to leave reviews.
Research on persuasion shows that our neurology is linked to the words we use. If we speak about the positive qualities in others, our listeners associate those same qualities with us. This information is being used in training people on how to be more influential. The trainees are asked to speak about the qualities that they want their listeners to see in them.