When people want something, they seek referrals and ask for references all the time from friends, families, neighbors and online communities. The question is 'Who else has purchased this product or service and what happened when they did this? 'Testimonials are powerful tools of persuasion. Here’s why: In the eyes of potential buyers, a testimonial is much like having a trusted friend recommend your product. Testimonials “prove” that your product is as good as you say it is. It shows potential buyers that others have already tried and tested you, and found you good enough to go out and brag about the experience and tell others to buy from you. When a customer confronts a testimonial, he or she thinks: “Hey, it worked for him, so maybe it can work for me, too!” You can't beat that kind of endorsement. A video testimonial will provide the ultimate persuasion mechanism. People want to learn from others' experiences.