No matter what you do online, there are going to be two groups of people watching you.

I had to laugh at this recent article from Slate…

Let’s compare two sets of testimonials
The first set is from an Amazon product with a hundred reviews. Some of these reviewers LOVE LOVE LOVE the product, and others aren’t so pleased. Maybe a few of them even HATE it.

Lydia didn’t want to open her eyes that morning, and she dreaded getting out of bed. All night she had tossed and turned, thinking about the nightmare of her previous product launch.
She’d done everything right, or so she thought, and yet she’d been horrified with the lousy results. All that time and effort and practically no sales to show for it.

Let’s start at the beginning… Influencer Marketing is a term that’s bantered about a great deal like it’s some magic fairy dust that leads to overnight sales and huge upturns in conversions.
The thing is, all of those things are true when influencer marketing works.