A lot of testimonials are great, but they're very generic. You don't really give a clear reason why people should choose you as opposed to other options. There's a book called the brain audit about what he calls reverse testimonials. It's just literally a series of questions to give people to answer. And then how you construct testimonials that are more powerful. The first question is: What almost prevented you from hiring KP? Right now I wasn't sure it was going to be worth the money. Now I did and so your testimonions are actually addressing obstacles. Super powerful.