Online Testimonials Can Be Very Effective If Done Right

I'm reading the book OUTRAGEOUS ADVERTISING THAT'S OUTRAGEOUSLY SUCCESSFUL by Bill Glazer, and I've reached the part where Glazer discusses how important testimonials are.

Now I know that testimonials are important – and we have several on our company site. I also know that nowadays signing a testimonial "Reader in Des Moines" is not going to cut it. Website visitors reading your testimonials want to know that there are real people behind the testimonials.

What has struck me in this...