What is the effect of using testimonials in persuasive writing?

Using testimonials in persuasive writing serves to enhance credibility by providing personal endorsements or experiences from individuals who have used a product or service. When readers encounter testimonials, they are often swayed by the positive statements made by others, which can lend authenticity and trust to the claims being presented. This strategy taps into social proof, where potential customers are influenced by the opinions and experiences of others, making them more likely to believe in the effectiveness or quality of what is being offered.

Testimonials can showcase real-life examples that illustrate how a product or service has positively impacted someone’s life, thereby reinforcing the writer's argument. By doing so, they provide evidence that supports the central message and helps to build a connection with the audience, ultimately making the persuasive writing more compelling.