A conversation I had with Friend 1, a successful business owner, and Friend 2, a less successful business owner:

Friend 1: Have you tried getting some positive reviews on the internet? People really trust them, it really helps to drive business.

Friend 2: Oh, really? How many reviews do you have?

Friend 1: About twenty.

Friend 2: How many of them did you write yourself?

Friend 1: (Laughs) About nineteen of them.