Do you know why testimonials are so important? Say, you’re walking down the street and a bus passes with an ad on the side promoting the “best coffee ever,” do you believe it? In all likelihood, you probably instantly think “Pfft. What a load of bull!” This is one of the biggest problems facing advertisers nowadays. Countless people are so instinctively distrustful of marketing that they dismiss any claims made in ads as exaggerations or outright fabrications. Even if the product is genuinely the “best coffee ever,” the average person probably isn’t going to believe it until they try it…