How many times have you read a testimonial that goes something like "blabla is just an awesome book! OMG I just love it!"

Bullshit.

You don't really dig that product. In fact, I doubt if you've even read or used it. Perhaps you flipped through pages of it. But when you are an exec of a top firm and you have a testimonial for every other book that comes out in a genre, it's not too hard to connect the dots. 

If you are somebody and you're doing a testimonial for a friend's product, I don't mind you bullshitting. Just do it well? Please?

Example: I am checking out Rework, Jason Fried's latest book on Amazon. I scroll down to the testimonials. There are almost a half-dozen of testimonials from some of the big ges t names in the industry. Here are two random ones:

"Inspirational...REWORK is a minimalist manifesto that's profoundly practical. In a world where we all keep getting asked to do more with less, the authors show us how to do less and create more."--Scott Rosenberg, Co-Founder of Salon.com and author of DREAMING IN CODE and SAY EVERYTHING

"For me REWORK posed a new challenge: stifling the urge to rip out each page and tape it to my wall … Amazing, powerful, inspirational -- those adjectives might make me sound like a fawning fan, but REWORK is that useful. After you've finished it, be prepared for a new feeling of clarity and motivation."--Kathy Sierra co-creator of the bestselling Head First series and founder of javaranch.com

Can you see the problem? We have two fans of the book just going "ZOMGGGG!!!!". If you are Kathy Sierra or Scott Rosenberg, it would be a lot better to pick out a thing or two that you kind of liked about the book.

See, the fact that you are doing a testimonial has already told me you like that book. Now use the words to tell me why you like it. Cite a page number or a chapter that really blew you away! And no, saying the book is "powerful" or "inspirational" is not telling me why you like it. It's the worst kinda bullshit you can serve.