Companies love to show off praise. Magazine reviews, customer testimonials — the works. It can be deceptively hard to get those good words, although with any excellent product that's marketed well, there should be no shortage of it.
So, what to do? Follow the example of Magnus Lidström, the sonic mastermind behind Synplant which I recently reviewed. What he does so awesomely right: he provides generous demo periods for his software synthesizers. Then when you buy his stuff, he lets you enter a comment at checkout time. That all gets spooled onto his Customer Comments page.
It's not really technically different from a guestbook or blog comments in general. But the routing and flow are impeccably focused and targeted towards showing more curious people, maybe on the fence, why they should buy. This drives word of mouth. Most of the comments are along the same lines — brief and excited — but they're from real people, not paid shills. (To be clear, if someone gets paid to do something they love, that's excellent, but faking an opinion for dollars is bovinefeces.)