The most effective thing a small business owner can include in
marketing materials like brochures, newsletters or on a website is
testimonials accompanied by a photo. It’s a well known fact that
third party endorsements are more effective than first person claims,
and the inclusion of a photo dramatically increases trust. For a
dance studio owner whose direct audience consists of children but
whose paying audience consists of parents, a series of positive quotes
by other parents along with their photos can directly increase
conversion.