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Why You Should Encourage Online Product Reviews

Online reviews by your customers can turn browsers into buyers.

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This story appears in the September 2006 issue of Entrepreneur. Subscribe »

What do customers think of your products? Let them tell other shoppers by posting their comments on your website. As plenty of e-tailers have discovered, online reviews by happy customers carry more weight with other buyers than most forms of marketing communication.

"The more clutter we get in traditional media, the more consumers are talking to each other," says Peter Kim, a senior analyst at Forrester Research in Cambridge, Massachusetts.

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