A marketer’s desire is for their customers to talk favorably about our products. Write a great review online. Recommend it to friends. However, many marketers are not patient. They want testimonials. They need testimonials. But they are unwilling to wait for one testimonial at a time. They want something bigger, bolder — something that will effect sales tomorrow. To get immediate results, they feel they need to intercede in the natural word of mouth discussion and help people talk about them.
In the rush for the demonstrative testimonial, marketers try different tactics. Some tactics are artifical, some are authentic. Some work, some don’t.