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Buying on Amazon Based on Customer Reviews

Editor's Note: This illustration is based on comparing Amazon customer product reviews. The product in this illustration focuses on a pair of work socks, but you can easily adapt it by using another product that you've recently purchased based on customer reviews.

I had just purchased a nice pair of new hiking boots and I wanted to buy some buy some durable socks to accompany the boots. So I did what any sane person would do—I started shopping on Amazon. But I didn't just look at the company's product description. I carefully read the customer reviews.

A particular brand and style caught my eye—a three-pack of Carhartt brand "work socks." Here's how the company described the socks: "Our cotton crew work socks give you the extra cushioning and toughness you need to work hard all day long … Premium cotton provides soft comfort and the full reinforcement means the sock will hold up wear after wear."

But the numerous five-star customer reviews were even better. Wayne from Oklahoma writes, "[These socks] are good looking. They wear like iron … They have ample padding in the heel. It will surprise me if I buy another brand … " D.D. from Dallas proclaims, "I can't believe how comfortable these socks are. I can wear them all day, and they are still comfortable. They are perfect for me … Highly recommended!!!!" These people certainly weren't ashamed to share their stories.

Essentially, customer reviews are what we used to call "testimonials." In other words, they are personal stories about how the product impacted a customer's life. Some experts claim that up to 85 percent of shoppers trust customer reviews. Of course Jesus is not a "product" for sale. But if thousands of people can offer their honest and heartfelt customer reviews, why are so many Christians reluctant to simply tell their story of how Jesus has impacted their life?

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