I think endorsements can be very good for business. But, those endorsements do not need to come from celebrities. Ordinary people with something important to say can have a wonderful positive impact. A case in point, is the site, Ting's Thai Kitchen.
You will see there three pages of feedback to a guest book from ordinary people. Even though most of those people do not live within driving distance of that restaurant, I do believe others reading the site who do live close by will be encouraged to visit simply because they read uplifting comments by ordinary people.
I think we could all enhance our exposure to our respective target markets by making a special effort to give and receive endorsements.
CDMM - Synergistic Business Marketing
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