How
to Build Confidence with Testimonials
Always actively collect testimonials. Your business should have a file of testimonials and success stories ready to go for any promotion. Don't wait until you need them, create an ongoing system for collecting testimonials. Use testimonials from people similar and relevant prospects. The people you quote in a given promotion should be as much like your ideal prospect as possible. This will increase the identification and the feeling of relevance for a potential customer. Edit the testimonials carefully and honestly. Don't change the meaning, don't enhance, and don't present words or phrases out of context. Try using numerous short quotes over a few long ones. This shows strength in numbers, along with clear concise information.
(Taken from the Catalog and Web Marketer)