Dear fellow Internet marketer... as a shrewd marketer, I'm sure you know how valuable a recommendation about your product can be. But just why is it so powerful?

It's simply the herd instinct built into the DNA of every human being. It's part of our Stone Age survival kit, whereby we seek the assurance that other people have already enjoyed a positive experience doing something we are tempted to do. And that urge for feedback from others is never more sought after than when it comes to buying stuff.

Spending money on untried products is risky. Your prospective buyer thinks, "Sure it's got a cast iron guarantee - but why go through all that hassle? I wanna see what others think, before I even think about buying this".