Yes, it is interesting to see the importance of “in-your-face” testimonials to North Americans and how this kind of testimonial can have such a strong reverse effect in other cultures.

I live in France where people generally distrust this type of testimonial. It is very hard for North Americans to comprehend that the same testimonial that creates strong credibility for them at home, can make French people lose credibility so fast that they chuck the offer in the trash immediately. Of course there is usually some tolerance when buying American products, in English, online – depends on the product, the offer and a few other factors.

Testimonials in a broad sense do still work in different cultures… just not in the same format, with the same timing, and in the same context.
- An in-person recommendation probably works in all cultures.
- Success stories and case studies also work very well across cultures.
- After that you need to proceed with cultural enlightenment.

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