The answer is "Yes" if they are done right.

When done correctly, testimonials can help you establish credibility and give you an opportunity to prove claims about your web site.

However, when done incorrectly, testimonials aren't believable and honest, and can cause more harm than good.

Here are some ideas on how to use testimonials effectively:

1. Do not fake it Your testimonials should be believable. The best way to make them believable is to not make them up. A fade testimonial can ruin your credibility. Play fair, and get real testimonials from real people.

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Try to incorporate these powerful words into your brochures, web content, and however else you communicate with customers.

Richard Taflinger, professor at Edward R. Murrow School of Communication at Washington State University, says that a ploy often used in advertising is use of logical fallacies. These fallacies are not recommended because they may alienate your audience. Taflinger suggest avoiding following logical fallacies:

- Black/White: The black/white, or either/or, trick is making a statement that provides insufficient options to your argument. A common way this is used in advertising is by presenting two situations, one with product and other without. The one with product shows circumstances that advertiser presumes target audience would like to be in, and vice versa for situation without product.

- Genetic Fallacy: This fallacy makes a prediction about something based on where it came from or its origins. Such statements may indeed by true, but they need evidence as proof.