Let’s play a Mental Game. Think of the answer to Who Do You Trust ? You have 2 choices. Those paid results at the top of the Search option ? Or your own sister ? That banner on YouTube ? Or your best friend from college ? This is an easy game. We trust our family, friends, and even strangers more than we trust advertisements and brands . When it comes to making purchases, we’re all influenced by a number of different factors, which impact our decisions to varying degrees. Great copy on an ad might initially capture our attention, but likely won’t be enough to drive a sale the first time we see it. Seeing a chunk of positive reviews can be incredibly persuasive. A referral from a friend or someone we know personally, however, is what’s most likely to get us to purchase. If you had me write down everything that I’ve purchased because someone I knew recommended it to me, this would be an exhaustingly long blog post. I’
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