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That's why it serves you to promote and project satisfied customers' positive experiences by asking for reviews and sharing testimonials. If you have real customers vouching for your product, service, or customer experience, you can add a certain legitimacy to your offering and messaging Cleared Consumers tend to treat businesses the way they treat other people — holding them to certain standards and building relationships with ones they have faith in. They're expressive with their dollar and want to engage with companies that won't let them down