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Persuasion Systems
Entry #0258
The reason a testimonial from a peer outperforms an expert
The expert knows more. The peer is more relevant. Relevance outranks knowledge when the listener is asking whether the product works for someone like them.
Adept
The hidden part
#0258
An expert knows more. A peer is more. The buyer is asking which, and the answer depends on whether the product is judged by knowledge or by resemblance.